Environmental Friendly Wines: A Consumer Segmentation Study
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- 作者：Eugenio Pomarici<sup>asup> ; Mario Amato<sup>bsup><sup> ; sup><sup>mario.amato2@unina.it" class="auth_mail" title="E-mail the corresponding authorsup> ; Riccardo Vecchio<sup>bsup>
- 关键词：Italian consumers ; wine ; environmental friendly ; CATI ; cluster analysis
- 刊名：Agriculture and Agricultural Science Procedia
- 出版年：2016
- 出版时间：2016
- 年：2016
- 卷：8
- 期：Complete
- 页码：534-541
- 全文大小：154 K
文摘
Our study examines wine consumers stated interest toward eco-friendly wines. A convenience sample of 301 Italian wine drinkers (i.e. over 18 years old and consumers of wine at least once a month) were interviewed by computer aided telephonic interviews (CATI), by a professional agency. Questions investigated respondents shopping patterns, attitude toward environment and general socio-demographic characteristics. Cluster analysis findings reveal that the majority of consumers are poorly interested in environmental-friendly wines (68%). However, the other segment - which includes higher spenders and wine experts - seems a promising target for wineries oriented towards sustainability.