The development of innovative products, such as novel wines, is rejected by certain consumers that value attributes that may conflict with innovation. This is the case of the organic production label. The present study examined the impact of gender on wine purchasing preferences for innovative and organic wines. The findings showed that price is the most important attribute for both men and women when buying wine. The results also revealed that women assign greater importance to the production system (organic/conventional) than men. The segmentation generated according to the level of wine neophobia revealed significant differences between men and women in the frequency of wine consumption and the socioeconomic variables considered (age, educational level and income). The level of wine neophobia was higher in women than in men, but, in both genders, it increased with age and decreased as income and educational level increased. Women’s lesser interest in innovative wines and their more positive attitude towards organic wines encourages the consideration of women as a segment in which tradition and naturalness related to wine should be specifically taking into account.
The consumption of organic food in the EU remains very low, mainly as a result of the higher price of such food compared to conventional products. To determine consumer preferences, 415 consumer surveys were conducted in Madrid (Spain), using tomatoes as the reference for analysis given their significant market recognition in terms of price, types, origin, and production systems. The data analysis was carried out using conjoint analysis and consumer segmentation techniques, maximum willingness to pay, and market share simulations using the maximum utility method. In addition, to better characterize the consumers, their attitudes towards the environment and their lifestyle indicators were defined. Consequently, 25.2% of consumers were found to be the most willing to pay a higher price to consume organic food. The simulation verified that price is the main problem as regards consuming organic food, with a preference for local markets being identified. In general, it is observed that these consumers have a more positive attitude towards the environment and healthier lifestyles. The implementation of the European Green Deal may have the impact of an additional increase in prices owing to higher production costs. To reduce this impact, it would be advisable to stimulate the economic activity of local markets.
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