Willingness to pay for female-made wine: Evidence from an online experiment
Alicia Gallais,
Florine Livat
Abstract:The wine industry, considered to be male-dominated, has seen a growing share of women winemakers. Using a randomized online experiment, we investigate how the producer’s gender influences consumers’ willingness to pay for the wine. Gender can be identified either from the first name of the producer or from a gendered group of wine producers. Using a Tobit and a double-hurdle model, our results suggest that consumers’ willingness to pay is lower for wine produced by female winemaker groups. This reduction appea… Show more
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