The wine headache: Consumer perceptions of sulfites and willingness to pay for non-sulfited wines |
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| Affiliation: | 1. Lab. for Experimentation in Social Sciences and Behavioral Analysis (LESSAC), Burgundy School of Business, F-21000 Dijon, France;2. Departamento de Ciencia y Tecnología de Alimentos, Facultad de Química, Universidad de la República, Montevideo, Uruguay;3. CNRS, UMR6265, Centre des Sciences du Goût et de l''Alimentation, F-21000 Dijon, France;4. UMR1324 Centre des Sciences du Goût et de l''Alimentation, F-21000 Dijon, France;5. Université de Bourgogne, Centre des Sciences du Goût et de l''Alimentation, F-21000 Dijon, France;6. Departamento de Alimentos, Faculdade de Farmácia, Universidade Federal de Minas Gerais, Belo Horizonte, MG, Brazil;7. Embrapa (Brazilian Agricultural Research Corporation) Food Technology, Rio de Janeiro, RJ, Brazil;1. Departament de Psiquiatria i Medicina Legal, Universitat Autònoma de Barcelona, Spain;2. Grup de Recerca en Salut Mental i Innovació Social (SaMIS), Divisió de Salut Mental, Fundació Althaia, Xarxa Assistencial Universitària de Manresa, Spain;3. Consorci Sanitari de Terrassa, Spain;4. XSM-Institut d''Assistència Sanitària de Girona, Spain;5. Departament de Psiquiatria, Hospital Universitari Vall d''Hebron, Barcelona, Spain;6. CIBER Salud Mental (CIBERSAM), Instituto Salud Carlos III, Barcelona, Spain |
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| Abstract: | A panel of 223 alcohol consumers recruited in a liquor store participated in a survey/best–worst experiment investigating perceptions on sulfites and willingness to pay for non-sulfited wines. We find that 34% of our sample experiences headaches after consuming moderate amounts of wine, and sulfites are the most frequently attributed cause. Based on a rank ordered logit estimation of best–worst choices, headache syndrome sufferers are willing to pay a ceteris paribus premium of $1.23 per bottle to avoid added sulfites. However, results from a (logit) model of purchase intentions suggest that quality and price are most important, with differentiating labels (no sulfite added, organic) playing only a marginal role. Marketing implications for the wine industry are offered, and negative perceptions toward sulfites are contextualized within the hypothesis of a “lightning rod” effect induced by the “contains sulfites” warning label. |
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| Keywords: | Wine marketing Labeling Food labels Sulfites Discrete choice experiments Best–worst experiments Willingness to pay |
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