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首页> 外文期刊>Agricultural and Food Economics >Environmentally sustainable versus aesthetic values motivating millennials’ preferences for wine purchasing: evidence from an experimental analysis in Italy
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Environmentally sustainable versus aesthetic values motivating millennials’ preferences for wine purchasing: evidence from an experimental analysis in Italy

机译：环境可持续发展与审美价值观的互动激发了千禧一代对葡萄酒的购买偏好：来自意大利的一项实验分析的证据

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The interest in wine produced in an environmentally friendly manner is increasing in the global market among both consumers and producers. Moreover, numerous labelling and certification systems have been introduced to guarantee environmentally friendly production. Consumers can consider some environmental attributes in relation to their purchasing decisions as components of their ethical demands; such consumer behaviours can drive wine production to more sustainable models. This change depends on many factors, such as consumers’ willingness to pay for sustainable and ethical attributes and the effective communication of such attributes. Among consumers, young people belonging to the so-called millennial generation are the new wine consumers, and they represent an increasingly important segment of the global wine market. This study uses a choice experiment to investigate Italian millennials’ preferences toward two ethical attributes of wine: ‘carbon footprint claim’ and ‘winescape aesthetic’. The findings show considerable heterogeneity among respondents, the majority of whom seem to be interested in the carbon footprint claim, even if a group of them prefer to pay a premium price to consume high-quality wines. Our results indicate that winescape aesthetic does not appear to be an important attribute in guiding respondents’ preferences.
机译：在全球市场上，消费者和生产者对以环保方式生产的葡萄酒的兴趣正在增加。此外，已经引入了许多标签和认证系统，以确保环保生产。消费者可以将与购买决策相关的某些环境属性视为道德要求的组成部分;这种消费者行为可以将葡萄酒生产推向更可持续的模式。这种变化取决于许多因素，例如消费者愿意为可持续和道德属性付费，以及有效地传达这些属性。在消费者中，属于所谓千禧一代的年轻人是新的葡萄酒消费者，它们代表了全球葡萄酒市场中日益重要的部分。这项研究使用一项选择实验来调查意大利千禧一代对葡萄酒的两个伦理属性的偏好：“碳足迹声称”和“葡萄酒景观美学”。调查结果表明，受访者之间存在很大的异质性，即使他们中的一部分人愿意为支付高品质的葡萄酒而付出高昂的代价，但大多数人似乎对碳足迹的声称感兴趣。我们的结果表明，winescape美学似乎并不是指导受访者偏好的重要属性。

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