Vol. 71 No. 1 (2016): Vol 71, No 1 (Suppl.) (2016)
Saggi e Ricerche

Can personal values contribute to explain wine choices?

Published 2016-08-06

Keywords

  • Experimental auctions,
  • Wine,
  • Personal values

How to Cite

Pomarici, E., Amato, M., & Vecchio, R. (2016). Can personal values contribute to explain wine choices?. Italian Review of Agricultural Economics (REA), 71(1), 238–245. https://doi.org/10.13128/REA-18643

Abstract

Personal values play an important role in explaining and justifying consumer behaviours through their mediated relationship with attitudes. Nevertheless, to our knowledge, personal values have not been deeply investigated for wine buying behaviour. Current paper, through non-hypothetical experimental auctions, analyses the effect on willingness to pay (WTP) for three different wines of the ten value constructs as measured in the Portrait Value Questionnaire by Schwartz (1994). Outcomes reveal that seven (to eight) values exert a statistically significant effect on consumers’ (N= 210) final WTPs for the three considered wines.

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