Sounds Better? Potential Implications of Obscure American Viticultural Areas to Consumers

Autor:	Kar Ho Lim
Rok vydání:	2020
Předmět:	Wine Economics and Econometrics Willingness to pay 0502 economics and business 05 social sciences 050202 agricultural economics & policy Business 050207 economics Marketing Agricultural and Biological Sciences (miscellaneous)
Zdroj:	Journal of Agricultural and Applied Economics. 53:37-54
ISSN:	2056-7405 1074-0708
DOI:	10.1017/aae.2020.27
Popis:	The American Viticultural Area (AVA) allows designated wine regions to be created, marketed, and protected. But many of the now 248 AVAs may be meaningless to consumers. Are AVAs thus meritless? Can AVAs affect consumers despite low recognition? A choice experiment examines three appellations that are applicable to the same wine: New Jersey, USA; Pilesgrove, New Jersey; and Outer Coastal Plain (OCP)—a New Jersey AVA. The results show that consumers prefer OCP wines over the former alternatives, affirming the marketing potential of AVAs that omit state names. Nevertheless, AVA may have exploited consumers’ lack of information.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::6a4c7f998d9ace23b46e313305957af7 https://doi.org/10.1017/aae.2020.27 Zobrazit plný text záznamu