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Previous studies have shown that credence attributes play an important and often undervalued role in consumers’ product evaluation and purchasing behavior. By contrast, the factors moderating these effects have received less attention by scholars. The current study uncovers the moderating effects of consumers’ psychographic characteristics (i.e.: subjective knowledge, wine involvement, and sustainability concern) on their preferences for wine with different credence attributes related to sustainability. A non-hypothetical economic experiment, consisting of three rounds (blindtaste, info, infotaste), was performed in Italy and Germany to assess consumers’ preferences in terms of willingness to pay for conventional wine and wine differentiated by wine sustainable certifications (i.e.: Organic, VIVA sustainable wine, Vignaioli Indipendenti, Carbon footprint). Wine sustainable certifications positively affect consumers’ preferences, and these effects are mainly moderated by individuals’ wine involvement and sustainability concern. This holds if respondents have information about the wine but do not taste it. After tasting the wine consumers’ preferences are moderated only by respondents’ sustainability concern.
Marco Lerro; Ching-Hua Yeh; Jeanette Klink-Lehmann; Riccardo Vecchio; Monika Hartmann; Luigi Cembalo. The effect of moderating variables on consumer preferences for sustainable wines. Food Quality and Preference 2021, 94, 104336 .
AMA StyleMarco Lerro, Ching-Hua Yeh, Jeanette Klink-Lehmann, Riccardo Vecchio, Monika Hartmann, Luigi Cembalo. The effect of moderating variables on consumer preferences for sustainable wines. Food Quality and Preference. 2021; 94 ():104336.
Chicago/Turabian StyleMarco Lerro; Ching-Hua Yeh; Jeanette Klink-Lehmann; Riccardo Vecchio; Monika Hartmann; Luigi Cembalo. 2021. "The effect of moderating variables on consumer preferences for sustainable wines." Food Quality and Preference 94, no. : 104336.
This paper contributes to the theoretical debate in agri-food economics on sustainable innovations. Specifically, it aims to define an interpretative model of sustainable innovation processes conceived at the supply chain level, and the determinants promoting these processes. The paper also proposes a best practice of sustainable collective innovation, namely the “Aureo” wheat supply chain. Sustainable collective innovation requires the commitment and involvement of all actors of the agri-food supply chain, while its effectiveness depends on the governance models adopted. The study findings validate the proposed theoretical framework, highlighting several economic, social, and environmental benefits that the process can provide. The results contribute to the debate on the topic, providing useful insights for practitioners and policy-makers.
Marcello Stanco; Concetta Nazzaro; Marco Lerro; Giuseppe Marotta. Sustainable Collective Innovation in the Agri-Food Value Chain: The Case of the “Aureo” Wheat Supply Chain. Sustainability 2020, 12, 5642 .
AMA StyleMarcello Stanco, Concetta Nazzaro, Marco Lerro, Giuseppe Marotta. Sustainable Collective Innovation in the Agri-Food Value Chain: The Case of the “Aureo” Wheat Supply Chain. Sustainability. 2020; 12 (14):5642.
Chicago/Turabian StyleMarcello Stanco; Concetta Nazzaro; Marco Lerro; Giuseppe Marotta. 2020. "Sustainable Collective Innovation in the Agri-Food Value Chain: The Case of the “Aureo” Wheat Supply Chain." Sustainability 12, no. 14: 5642.
This study explores consumers’ preferences for corporate social responsibility (CSR) initiatives implemented in the wine sector. Moreover, it investigates consumers’ perception and price premium for four wine certifications related to corporate social responsibility (i.e., SQNPI Sustainable Quality; V.I.V.A. Sustainable Wine; Organic, and Equalitas—Sustainable Wine). Overall 251 regular Italian wine consumers participated in an online survey. Their preferences for 11 CSR initiatives implemented in the wine sector were assessed through a best–worst scaling analysis. The study findings show that the most important CSR initiatives for consumers are “health and food safety”, “sustainable agricultural practices”, and “air pollution”. By contrast, those least important for consumers are “energy consumption”, “sustainable packaging”, and “fair trade”. Consumers expressed a positive perception in terms of CSR performance for all the certifications investigated, while their price premium was higher for wine with Organic certification. The study offers several implications for wineries. Specifically, it suggests the CSR initiatives that wineries may implement to fully meet consumers’ preferences.
Marcello Stanco; Marco Lerro. Consumers’ Preferences for and Perception of CSR Initiatives in the Wine Sector. Sustainability 2020, 12, 5230 .
AMA StyleMarcello Stanco, Marco Lerro. Consumers’ Preferences for and Perception of CSR Initiatives in the Wine Sector. Sustainability. 2020; 12 (13):5230.
Chicago/Turabian StyleMarcello Stanco; Marco Lerro. 2020. "Consumers’ Preferences for and Perception of CSR Initiatives in the Wine Sector." Sustainability 12, no. 13: 5230.
The current paper aims to explore consumers’ preferences for wine attributes related to tradition, sustainability, and innovation. A total of 419 regular wine consumers participated in an online survey that took place in Italy. Consumers’ preferences were assessed through a Best-Worst experiment with 11 wine attributes drawn from the literature. The result shows that the wine attributes, more important for consumers, are mainly related to tradition and sustainability. More specifically, the most important attributes for consumers when purchasing wine are “geographical indications”, “grape variety”, “sustainable certification”, “vintage”, and “price”. By contrast, the innovative wine attributes investigated were ranked among the least important ones, namely “canned wine”, “alcohol-free wine”, and “vegan wine”. The study findings offer several implications for wineries and marketers involved in the wine sector. They specifically provide suggestions on the wine attribute wineries should focus on to meet the current consumers’ preferences.
Marcello Stanco; Marco Lerro; Giuseppe Marotta. Consumers’ Preferences for Wine Attributes: A Best-Worst Scaling Analysis. Sustainability 2020, 12, 2819 .
AMA StyleMarcello Stanco, Marco Lerro, Giuseppe Marotta. Consumers’ Preferences for Wine Attributes: A Best-Worst Scaling Analysis. Sustainability. 2020; 12 (7):2819.
Chicago/Turabian StyleMarcello Stanco; Marco Lerro; Giuseppe Marotta. 2020. "Consumers’ Preferences for Wine Attributes: A Best-Worst Scaling Analysis." Sustainability 12, no. 7: 2819.
The current paper investigates consumers’ consumption behavior and preferences for craft beer. More specifically, it uncovers consumers’ consumption habits and perception about craft beer, as well as their preferences for 13 beer attributes drawn from the literature. The analysis was carried out in Italy by administering a structured questionnaire to 323 consumers. Best-Worst Scaling was used to detect consumers’ preferences towards the 13 craft beer attributes. The latter were then ranked on the basis of their best-worst scores to identify the level of importance Italian consumers assign to the different attributes. The study findings reveal that Italian craft beer consumers are young, well-educated, and employed. They drink craft beer more than once per month, mainly in pub and with friends and colleagues. Craft beer is perceived with higher quality and different flavors, while compared with a commercial beer, it results tastier, more genuine, and natural. As for the beer attributes, Italians prefer taste, fermentation process, and color, while store promotion, brand, and price rank as the least important. The study findings offer several implications for brewers and marketers involved in the beer sector. Based on the preferences detected, breweries should adapt their product offer to meet craft beer consumers’ expectations.
Marco Lerro; Giuseppe Marotta; Concetta Nazzaro. Measuring consumers’ preferences for craft beer attributes through Best-Worst Scaling. Agricultural and Food Economics 2020, 8, 1 -13.
AMA StyleMarco Lerro, Giuseppe Marotta, Concetta Nazzaro. Measuring consumers’ preferences for craft beer attributes through Best-Worst Scaling. Agricultural and Food Economics. 2020; 8 (1):1-13.
Chicago/Turabian StyleMarco Lerro; Giuseppe Marotta; Concetta Nazzaro. 2020. "Measuring consumers’ preferences for craft beer attributes through Best-Worst Scaling." Agricultural and Food Economics 8, no. 1: 1-13.
Purpose The purpose of this paper is to investigate sparkling wine consumption behavior and preferences of a large sample of US consumers (n=1,096) exploring the differences among genders and generational cohorts. Design/methodology/approach The sample has been drawn from Wine opinions, a specialized market research company with a large online panel of US wine consumers. Data were collected through a survey mailing model, administering a structured questionnaire. Findings Findings reveal that consumption frequency between genders is not statistically different and women generally prefer sparkling wines priced below $15. Baby Boomers is the generation with the lowest sparkling wine consumption frequency. Furthermore, Generation X and Baby Boomers have the highest consumption frequency in the price range $15–$19.99, while Millennials in the $10–$14.99 one. Originality/value The study sheds light on the changing consumer attitudes to create competitive advantages for wineries. Specifically, it provides valuable marketing insights into the peculiarities of sparkling wine consumption for each generation (e.g. price-point preferences and type of wine).
Marco Lerro; Riccardo Vecchio; Concetta Nazzaro; Eugenio Pomarici. The growing (good) bubbles: insights into US consumers of sparkling wine. British Food Journal 2019, 122, 2371 -2384.
AMA StyleMarco Lerro, Riccardo Vecchio, Concetta Nazzaro, Eugenio Pomarici. The growing (good) bubbles: insights into US consumers of sparkling wine. British Food Journal. 2019; 122 (8):2371-2384.
Chicago/Turabian StyleMarco Lerro; Riccardo Vecchio; Concetta Nazzaro; Eugenio Pomarici. 2019. "The growing (good) bubbles: insights into US consumers of sparkling wine." British Food Journal 122, no. 8: 2371-2384.
Purpose The purpose of this paper is to investigate consumer’s acceptance toward product innovation in the agri-food sector, uncovering consumers’ characteristics able to encourage food innovation acceptance. Design/methodology/approach The analysis was carried out by administering a web-based structured questionnaire to a convenient sample of 443 Italian consumers. The study relies on consumers’ willingness to pay (WTP) to assess consumers’ acceptance toward the innovative product, while the Food-Related Lifestyle scale was applied to perform a cluster analysis aiming at detecting the attitude of consumers toward innovations in a traditional food. Findings The study findings showed a clear openness of consumers toward product innovation. Indeed, consumers’ WTP for the innovative product was far higher than the traditional one. Further, two out of three consumers’ groups detected (i.e. pro-innovation and rational adopters) exhibit a broad correlation between the innovative product attributes and consumers’ psychographics characteristics, revealing the existence of a large number of potential consumers. Originality/value The contribution of the paper to the current literature is twofold. First, it focused on an emerging topic for the agri-food sector (i.e. product innovation) whereby research works are still scarce. Second, product innovation was addressed toward a traditional food that is mostly reluctant to innovation due to consumers’ resistance and skepticism.
Concetta Nazzaro; Marco Lerro; Marcello Stanco; Giuseppe Marotta. Do consumers like food product innovation? An analysis of willingness to pay for innovative food attributes. British Food Journal 2019, 121, 1413 -1427.
AMA StyleConcetta Nazzaro, Marco Lerro, Marcello Stanco, Giuseppe Marotta. Do consumers like food product innovation? An analysis of willingness to pay for innovative food attributes. British Food Journal. 2019; 121 (6):1413-1427.
Chicago/Turabian StyleConcetta Nazzaro; Marco Lerro; Marcello Stanco; Giuseppe Marotta. 2019. "Do consumers like food product innovation? An analysis of willingness to pay for innovative food attributes." British Food Journal 121, no. 6: 1413-1427.
The current study investigates the willingness of Millennial consumers towards several corporate social responsibility initiatives carried out by food companies. More specifically, it explores four cause related marketing campaigns implemented by food companies to spread corporate social responsibility. The analysis was carried out in Italy by administering a structured questionnaire to 308 consumers. The willingness of participants to switch a chocolate snack of their favourite brand to another with similar characteristics but produced by a company supporting different social and environmental causes was assessed in four different scenarios. The study uncovered the effects of both loyalty towards the brand and trust in cause related marketing on consumers’ willingness to support different corporate social responsibility initiatives. The findings unveiled the willingness of Millennials to support companies’ social and environmental initiatives. Both trust and loyalty played a key role in affecting consumers’ willingness to support corporate social responsibility initiatives of food companies. Social and environmental concerns as well as socio-demographics aspects are also significant in supporting cause related marketing campaigns. The study has shed light on the preference of consumers towards corporate social responsibility and cause related marketing. Specifically, it provides marketing insights on the initiatives most preferred by consumers to which companies should address their efforts.
Marco Lerro; Maria Raimondo; Marcello Stanco; Concetta Nazzaro; Giuseppe Marotta. Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry. Sustainability 2019, 11, 535 .
AMA StyleMarco Lerro, Maria Raimondo, Marcello Stanco, Concetta Nazzaro, Giuseppe Marotta. Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry. Sustainability. 2019; 11 (2):535.
Chicago/Turabian StyleMarco Lerro; Maria Raimondo; Marcello Stanco; Concetta Nazzaro; Giuseppe Marotta. 2019. "Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry." Sustainability 11, no. 2: 535.
This study reveals the consumer side of corporate social responsibility (CSR) in the food industry, exploring awareness, preferences and willingness to pay for CSR of a representative sample of Italian households. The results clearly indicate that Italian consumers reveal a high level of awareness within clear, though heterogeneous, preferences for CSR initiatives. Five consumers' groups were identified: ‘environmentalists’, ‘pro‐socials’, ‘collectivists’, ‘animal friends’ and ‘selfish health centered’. Furthermore, the study reveals consumers' willingness to pay a premium price to reward food companies addressing their concerns and expectations in terms of CSR. Findings offer insights for business managers on how to promote CSR, developing communication and information strategies focusing on specific needs and personal relevance within a group of consumers.
Marco Lerro; Riccardo Vecchio; Francesco Caracciolo; Stefano Pascucci; Luigi Cembalo. Consumers' heterogeneous preferences for corporate social responsibility in the food industry. Corporate Social Responsibility and Environmental Management 2018, 25, 1050 -1061.
AMA StyleMarco Lerro, Riccardo Vecchio, Francesco Caracciolo, Stefano Pascucci, Luigi Cembalo. Consumers' heterogeneous preferences for corporate social responsibility in the food industry. Corporate Social Responsibility and Environmental Management. 2018; 25 (6):1050-1061.
Chicago/Turabian StyleMarco Lerro; Riccardo Vecchio; Francesco Caracciolo; Stefano Pascucci; Luigi Cembalo. 2018. "Consumers' heterogeneous preferences for corporate social responsibility in the food industry." Corporate Social Responsibility and Environmental Management 25, no. 6: 1050-1061.
In recent decades, consumer trust in the food sector has declined because of several scandals that have affected the agro-food industry. To recover their business reputation and trust, agro-food companies are increasingly implementing corporate social responsibility (CSR) in their production processes. CSR involves the whole supply chain, and several studies on CSR in the agro-food industry have investigated consumer preferences regarding social responsibility either as a whole or in a small number of dimensions. This study, which is based on a sample of 204 Italian university students, measures consumer preferences and the willingness to pay (WTP) for eight dimensions of CSR. The respondents' WTP was evaluated in a nonhypothetical setting by using the incentive-compatible Becker–DeGroot–Marschak method. Individual human values were also detected to investigate the determinants influencing the participants' WTP. The results revealed a positive effect of social responsibility on the participants' WTP, with personal values playing a central role.
Marco Lerro; Francesco Caracciolo; Riccardo Vecchio; Luigi Cembalo. Consumer's Side of Corporate Social Responsibility: A Nonhypothetical Study. Journal of Consumer Affairs 2018, 52, 689 -710.
AMA StyleMarco Lerro, Francesco Caracciolo, Riccardo Vecchio, Luigi Cembalo. Consumer's Side of Corporate Social Responsibility: A Nonhypothetical Study. Journal of Consumer Affairs. 2018; 52 (3):689-710.
Chicago/Turabian StyleMarco Lerro; Francesco Caracciolo; Riccardo Vecchio; Luigi Cembalo. 2018. "Consumer's Side of Corporate Social Responsibility: A Nonhypothetical Study." Journal of Consumer Affairs 52, no. 3: 689-710.
The intense competition affecting the wine industry in recent decades has forced wineries and retailers to reshape their marketing strategies on the basis of consumer preferences. The current study aims to identify such preferences and the effects they might have in influencing consumer decisions. Preferences for different wine attributes as well as the psychographic traits of respondents were revealed through a web-based questionnaire administered to 504 wine consumers living in the wider metropolitan area of New York. Best-worst scaling (BWS) was used to detect consumer preferences for eleven wine attributes. Based on individual best-worst scores, a latent class segmentation analysis was implemented to classify consumers into four segments on the basis of psychographic characteristics such as involvement, subjective knowledge, innovativeness and loyalty proneness. The four segments identified (i.e. experientials, connoisseurs, risk minimizers and price-sensitive) differ significantly in terms of their preferences towards wine and psychographic characteristics, suggesting that a mass marketing approach is no longer suitable. Accordingly, managers need to adapt their marketing strategies to meet the preferences of different target groups. The results provide broad implications for marketers, wineries and retailers interested in successfully targeting consumers in a highly competitive market
Eugenio Pomarici; Marco Lerro; Polymeros Chrysochou; Riccardo Vecchio; Athanasios Krystallis. One size does (obviously not) fit all: Using product attributes for wine market segmentation. Wine Economics and Policy 2017, 6, 98 -106.
AMA StyleEugenio Pomarici, Marco Lerro, Polymeros Chrysochou, Riccardo Vecchio, Athanasios Krystallis. One size does (obviously not) fit all: Using product attributes for wine market segmentation. Wine Economics and Policy. 2017; 6 (2):98-106.
Chicago/Turabian StyleEugenio Pomarici; Marco Lerro; Polymeros Chrysochou; Riccardo Vecchio; Athanasios Krystallis. 2017. "One size does (obviously not) fit all: Using product attributes for wine market segmentation." Wine Economics and Policy 6, no. 2: 98-106.