Wine is one of the few food products not subject to mandatory nutritional labelling, except for alcohol content. As such, health-related characteristics might be inferred by attributes related to production methods and alcohol content. This research focuses on the set of information currently reported on wine bottle labels, investigates the consumer’s use of such labels, and their preferences for information associated with ’naturalness’ such as clean labels and alcohol content. We conducted a survey on Italian consumers of red wine, which included a choice experiment. Results showed that health consciousness is an important driver in the use of wine labels. Estimates from a latent class model suggest that health consciousness, along with age, plays a significant role in defining consumer preference segments: the majority of our sample tended to prefer red wine characterized by ‘clean labels’, but younger and more health-conscious consumers showed a significant disutility for higher alcohol content. More traditional consumers revealed disutility for more unconventional ‘clean labels’, which were instead appreciated by a third group of consumers, called here ‘new clean trend lovers’. Preference for nutritional information such as lower alcohol content and clean labels distinguished the more health-conscious consumers, who belonged to the most likely preference class. Together, the results may suggest that nutritional information currently not mandatory for wine would be appreciated by a significant share of wine consumers.

In this study, we use data from an induced value choice experiment to compare estimates from mixed logit models in willingness to pay (WTP) space using different parameter distributional assumptions. Specifically, we test differences in WTP estimates when using flexible parameter mixing distributions (i.e. Legendre polynomials, step functions and splines) and conventional parameter distributions (normal and lognormal). Similar WTP estimates are obtained. However, we observe that WTP estimates are statistically different from the induced value when conventional distributions are assumed, but they are not when more flexible distributions are assumed. This suggests that flexible distributions can provide more reliable WTP estimates.

Purpose: This study proposes a literature review and, based on the findings, the authors develop a conceptual framework, attempting to explain how technology may influence visitor behavior and eventually trade show performance. Design/methodology/approach: The present research explores the role of visitors in the trade show context. The analysis specifically focuses on the variables that influence visitors’ participation at business-to-business trade shows and how their satisfaction and perception can be related to exhibition performance. The authors also take into consideration technological trends that prior to COVID-19 pandemics were slowly emerging in the trade show industry. Findings: The findings highlight a continuity between pre-, at and postexhibition phases. Visitors’ behavior represents a signal of how a trade show is perceived as postexhibition purchases and next visit emerge as signals of an exhibition evaluation in relation to visitors’ perception. Besides being urgent tools for the continuity of the sector due to the pandemics, emerging technological trends can be key elements in understanding visitors’ behavior and in boosting their interest and loyalty toward trade shows. Originality/value: The paper proposes a conceptual model including top notch and innovative technological trends to improve the understandment of visitors’ behavior. Both practitioners in companies and academics might find the study useful, given the digital uplift generated by the pandemics.

Purpose: This study aims to focus on consumers’ preferences towards rosé wine and explore whether and how the consumption context may influence consumers’ choices. Design/methodology/approach: Using social networks platform, the authors conducted a choice experiment, to evaluate Italian consumers’ preferences for a glass of rosé in two consumption contexts, restaurant and wine bar. Characteristics of the rosé wine also included price, origin and type of wine. The authors applied a latent class analysis to define rosé wine consumers’ segments and incorporated personality traits in the model. Findings: The results define three rosé wine drinkers’ profiles: “Wine bar visitors”, “The unenthusiastic” and “Restaurant visitors”. Socio-demographic characteristics and personality traits significantly affect consumers’ membership to the different segments. Who prefers to drink a rosé glass at the wine bar is younger, more opened to new experiences and, therefore, more inclined towards more sophisticated choices. Consumers at the restaurants tend to be more extrovert and sensitive to price. Practical implications: This study offers insight for practitioners of both wine and hospitality industries in the development of strategies for new products market placement and, at the same time, for academics who are interested in the understanding of behavioural reasoning of consumers’ wine purchase choices. Originality/value: This research investigates the effect of consumption context on individuals’ preference formation for a less familiar wine, such as rosé in Italy. To the authors’ knowledge, no previous studies explored how personality traits may affect consumers’ wine consumption context choices.