Identifying wine consumers interested in environmentally sustainable production practices

IF 2.3 Q1 AGRONOMY
K. Kelley, Marielle J. Todd, H. Hopfer, M. Centinari
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引用次数: 5

Abstract

Purpose This study aims to characterize several wine consumer segments who were “likely” to sample (i.e. taste before purchasing) wine from vineyards using cover crops, a sustainable production practice that reduces herbicide applications, and identify those with a greater probability of being a viable target market based on survey responses. Design/methodology/approach A total of 956 wine consumers from the Mid-Atlantic and boarding US states were separated into segments based on an ECHAID (exhaustive Chi-square automatic interaction detector) classification tree from internet survey responses. Findings Out of the 12 created segments, 6 (n = 530, 72% of training data) contained participants who were at least 1.02 times (index score =102%) more “likely” to try the wine compared to the overall sample and were willing to pay $18.99 for a 750-mL bottle of the wine, which included a $1 surcharge to cover associated production costs. Of these, three (n = 195, 26%) had the greatest potential for which a marketing plan could be developed (index scores of 109%–121%), with over half in each segment willing to pay $20.99 for the bottle of wine, which could motivate growers to consider implementing this sustainable strategy. Originality/value Although several segments of participants were “likely” to sample the sustainably produced wine, an ECHAID classification tree allowed us to identify participants who would not pay $18.99 for a 750-mL bottle of wine, even after learning about the use of cover crops and the trade-off ($1 bottle surcharge). By narrowing the number of potential “likely” segments to those with a greater potential of sampling the wine, more purposeful marketing strategies can be developed based on demographics, attitudes, and behaviors defined in the model.
确定对环境可持续生产实践感兴趣的葡萄酒消费者
本研究旨在描述几个“可能”从使用覆盖作物的葡萄园取样(即在购买前品尝)葡萄酒的葡萄酒消费者群体,这是一种减少除草剂使用的可持续生产实践,并根据调查结果确定那些更有可能成为可行目标市场的群体。设计/方法/方法来自大西洋中部和美国登机州的956名葡萄酒消费者根据来自互联网调查回复的ECHAID(详尽卡方自动交互检测器)分类树被分成不同的部分。在创建的12个细分市场中,有6个(n = 530,占培训数据的72%)包含的参与者与整体样本相比,至少有1.02倍(指数得分=102%)更有可能尝试葡萄酒,并且愿意为一瓶750毫升的葡萄酒支付18.99美元,其中包括1美元的额外费用,以支付相关的生产成本。其中,三个(n = 195, 26%)最有潜力制定营销计划(指数得分为109%-121%),每个细分市场中有超过一半的人愿意为一瓶葡萄酒支付20.99美元,这可以激励种植者考虑实施这种可持续战略。原创性/价值虽然有几部分参与者“可能”品尝可持续生产的葡萄酒,但ECHAID的分类树使我们能够识别出那些不会支付18.99美元购买750毫升一瓶葡萄酒的参与者,即使在了解了覆盖作物的使用和权衡(1美元一瓶的附加费)之后。通过将潜在的“可能”细分市场的数量缩小到那些更有可能品尝葡萄酒的人群,可以根据模型中定义的人口统计、态度和行为制定更有针对性的营销策略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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