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- Title
消费者购买有机认证葡萄酒溢价支付意愿及影响因素研究.
- Authors
杨文光; 陈君丽; 徐佳萌; 苗莉
- Abstract
The production and consumption of organic certified wine is an important market development trend, and the key driving force for the development of organic wine is the purchase intention of consumers. In this study, an online questionnaire survey and the willingness to pay (WTP) nonparametric estimation method were used to analyze the consumers’ willingness to pay for organic certified wine, and the WTP results were used as the explained variables for regression analysis to explore the key factors affecting wine premium payment. The results showed that consumers’ willingness to pay premium for organic wines varied, with the actual average [E (WTP)] being 37.17%, the lower limit 28.48% and the upper limit 45.86%respectively. Willingness to pay premium for organic wines was significantly influenced by current city of residence, education level, occupational characteristics and family disposable income (P<0.05). In order to promote the consumption of organic wines, the market positioning of the products shall be precise, and the regions with high consumption potential shall be selected to promote organic certified wines; meanwhile, the precise marketing of high-value users should be carried out in combination with the portraits of consumers so as to promote the quality and efficiency improvement of wine consumption.
- Publication
China Brewing, 2023, Vol 42, Issue 10, p268
- ISSN
0254-5071
- Publication type
Article
- DOI
10.11882/j.issn.0254-5071.2023.10.043