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Consumer Wine Closure Preferences: The Role of Gender, Price, and Regional Preferences

Published online by Cambridge University Press:  05 January 2021

Lara Agnoli Open the ORCID record for Lara Agnoli [Opens in a new window]  and
Jean-François Outreville Open the ORCID record for Jean-François Outreville [Opens in a new window]
Lara Agnoli
Affiliation:
CEREN, EA 7477, Burgundy School of Business - Université Bourgogne Franche-Comté, Dijon, France; e-mail: Lara.agnoli@bsb-education.com.
Jean-François Outreville*
Affiliation:
CEREN, EA 7477, Burgundy School of Business - Université Bourgogne Franche-Comté, Dijon, France
*
e-mail: Jeanfrancois.outreville@bsb-education.com (corresponding author).
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Abstract

This paper analyzes buying decisions when consumers consider the risk that a bottle of wine may be cork-tainted. Drawing on a sample of 804 subjects, we examine the role of gender, price level, and subjects’ country of origin and their personal cork-taint risk assessments. We find that women assess the cork-taint risk higher than men but are still more likely to buy bottles with cork closures. Young consumers from Asia are more risk-averse than people from Western countries. Gender and regional differences vanish for wines in higher price brackets. (JEL Classifications: C90, D12, L66)

Keywords

choice experimentconsumer behaviorcorked wineperceived riskwillingness to buy
Type
Articles
Information
Journal of Wine Economics , Volume 15 , Issue 4 , November 2020 , pp. 412 - 421
Copyright
Copyright © American Association of Wine Economists, 2020

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Footnotes

The authors acknowledge comments from and suggestions made by Nikos Georgantzis, Karl Storchmann, and an anonymous referee.

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