So-called natural food is one of the most significant current trends in the food business. Despite this trend, previous research on the measurement of naturalness has made no distinction between different groups of consumers. Therefore, the objective of this study is to explore the attributes important to millennial university students when evaluating food naturalness. The study is based on a questionnaire administered to a sample of 372 respondents. Using a partial least square (PLS) methodology, it performs a standard confirmatory factor analysis for measurement and validations. As a result, it identifies one attribute linked to how the food is grown and eight attributes associated to how it is produced and processed. These findings have several implications. Apart from testing previous scales in a millennial context, they confirm that market strategies must take different understandings of naturalness into account contingent upon the consumer group.

The main purpose of the present study is to investigate whether consumers' taste perception and wine consumption habits lead to different buying behaviors regarding consumers' willingness to pay for a bottle of wine. For this purpose, this research employs an empirical evaluation using an experimental auction, along with the self‐administration of a questionnaire, involving a sample of young adult students (n = 80) from a Spanish public university. In the experiment, we test four wines of the same region with different characteristics. A standard confirmatory partial least square–structural equation modeling was used for measurement and validation. The findings show that although consumers' buying behavior could be driven by either intrinsic (i.e., sensory perceptions) or visual (i.e., certifications) cues, consumers' taste perception or wine consumption habits lead them to react differently to these cues. By considering possible on‐trade and off‐trade scenarios in the same study, this study takes a fresh and more comprehensive look at young adults' willingness to pay for a bottle of wine. Overall, the study attests to the importance of a previous sensory experience for these consumers, identified as having a low degree of involvement with wine, and concludes that some extrinsic cues can be overestimated concerning taste expectations. The evidence obtained by using quantitative methods found a reliable insight that practitioners and administrators can implement to develop and adopt effective policy interventions.Practical Applications: Consumers' willingness to pay for wine is based on sensorial aspects or having information to support the decision. The main purpose of the present study is to investigate whether consumers' taste perception and wine consumption habits lead to different buying behaviors regarding consumers' willingness to pay for a bottle of wine.

This paper analyzes whether the perception of traditional wine brings value to millennials. Based on survey data and experimental auctions (165 participants), this study identifies the main factors affecting this consumer groups’ willingness to pay for traditional wine through a Tobit model methodology. The results suggest that millennials are willing to pay a higher price depending on demographic factors such as monthly disposable income, on wine involvement variables such as consumption frequency, and on nourishing and health aspects and product availability at points of sale, both of which are wine purchase decision criteria. The investigation has significant marketing and policy implications.

The focus on sustainability is one of the different strategies adopted by companies looking for arguments for their differentiation from other competitors. Implementing this concept in the wine industry implies environmental soundness, social equity, and economic feasibility since when pursuing sustainable development, these companies are protecting the identity of their terroirs. Nevertheless, this is not an easy task because companies have to face several potential barriers to the adoption of sustainable practices. Thus, the objective of this chapter is to introduce the entrepreneurial ecosystem approach (EEA) as an instrument to help to understand and identify the mechanisms to remove the barriers to the adoption of sustainable practices in the wine industry, preparing the ground for a more detailed investigation to assess the effective implementation of the EEA.