Tourists’ perceptions and adoption of winery upcycled products: The moderating effect of product type

This study explores factors influencing tourists’ adoption of winery upcycled products, a potential food innovation to promote environmental, social, and economic sustainability through winery tourism. We examined how benefit and risk perceptions influence tourists’ attitudes, willingness to pay, and revisit intentions. Furthermore, we investigated the moderating effect of the upcycled product type (hedonic vs. utilitarian) to explore the influence of potential product offerings on tourists’ perceptions and behavioral responses. Results of structural equation modeling and multigroup analyses revealed that tourists’ perceptions of emotional and environmental benefits positively influenced their attitudes toward upcycled products, whereas physical and performance risk perceptions had the opposite impact. Attitudes positively influenced revisit intention and willingness to pay premiums. The relationship between perceived physical risk and attitude was more salient for utilitarian (grapeseed oil) products than that for hedonic (piquette) products. The relationship between attitude and willingness to pay a premium was stronger for hedonic products.