购买苹果酒产品的意愿:一项关于习惯和消费行为的调查结果

IF 2.3 Q1 AGRONOMY
É. Le Fur, J. Outreville
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引用次数: 2

摘要

本文的目的是通过调查年轻消费者,调查习惯和消费行为对苹果酒支付意愿(WTP)的影响。该分析基于2017年12月至2018年1月期间向433名法国商科学生发放的问卷。具体来说,问卷的设计是为了测试年轻消费者是否会为优质苹果酒支付更高的价格,而传统的甜苹果酒具有相似的特征。我们正在模拟消费者愿意为有机苹果酒、农民苹果酒和玫瑰苹果酒支付的溢价。为了适应因变量中显著比例的零或负溢价的特征,执行了Heckman两阶段估计程序。结果显示,年轻一代认为苹果酒是一种廉价的、喜庆的、非有机的饮料,他们愿意为优质的苹果酒(比如玫瑰苹果酒和农民苹果酒)支付溢价。这项研究的结果不仅对苹果酒市场有有益的影响,而且对了解年轻消费者可能喜欢和重视的竞争性饮料的特征也有有益的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Willingness to Pay for Cider Products: Results of a Survey on Habits and Consumption Behavior
# Purpose The objective of the paper is to investigate the impact of habits and consumption behavior on the willingness to pay (WTP) for cider by surveying young consumers. # Method The analysis is based on a questionnaire distributed to a group of 433 French business students from December 2017 to January 2018. Specifically, the questionnaire is designed to test whether young consumers would pay a premium price or not for quality ciders with respect to a traditional sweet cider with similar characteristics. We are modelling the premium that consumers are willing to pay for an organic cider, a farmer cider and rose cider. To accommodate the feature of a significant proportion of zero or negative premiums in dependent variables, the Heckman two-stage estimation procedure is performed. # Results Results show that the young generation consider cider as a cheap, festive and non-organic beverage and is willing to pay a premium for quality ciders like specifically rose and farmer ciders. # Conclusion The results from this research have useful implications not only for the cider market but also in the understanding of the characteristics of competitive beverages that young consumers may prefer and value.
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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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