This study explores consumer demand for craft beer and craft wine in Italy, a traditionally wine-oriented country where wine consumption is declining while beer consumption is increasing. Using a choice experiment across four on-premise contexts (traditional restaurant, aperitif bar, sushi restaurant, and pizzeria), we analyze consumer preferences for craft and industrial variants. Data from 275 consumers were estimated with mixed logit models to derive willingness to pay (WTP), market shares, demand curves, and price elasticities. Results show that the craft attribute raises preferences across all contexts, with craft wine valued most in restaurants and craft beer in pizzerias. Demand elasticities differ by venue. Substitution patterns also emerge as craft beer competes primarily with its industrial counterpart, while craft wine shows stronger substitution with craft beer in some contexts, underscoring asymmetric relationships between products. Findings highlight the importance of context and craftsmanship in shaping demand and guide pricing and marketing strategies.

Public awareness of the environmental impacts of food systems and their implications for people’s lives is growing in many countries. There is also an increasing recognition of the links between sustainability and social justice goals. The objective of this study was to examine the relationship between perceptions of social justice and sustainable consumption in the context of food. The study employed Rawls’s theory of social justice and was based on a survey conducted in Italy with a representative sample of 2000 respondents. The analysis encompassed indicators of sustainable consumption, political orientation, and attitude toward a sustainable lifestyle. The findings confirmed that in Italy, the sense of social justice is mainly inspired by the maximin principle, which drives toward sustainability depending on political orientation and the motivation for lifestyle change. The principle of egalitarianism seems to be the least effective in concretely supporting sustainable consumption, whereas utilitarianism has the potential to facilitate sustainability-related practices when based on personal motivations. This study contributes to advancing knowledge on the relationship between sustainable food consumption and the sense of social justice, which is a crucial condition for societal contexts that support the idea of affordable, sustainable options for all consumers.

At the end of 2023, EU Commission mandated the adoption of nutritional labelling on wine products. This was intended to tackle irresponsible drinking behaviour and excessive energy intake from alcohol, but the alcohol industry stakeholders have remained skeptical. In this study, we seek clarification on: (1) whether nutritional labelling on alcoholic beverages can nudge consumers toward lower alcohol and hence lower calorie choices, (2) whether it can affect consumers' evaluations for quality attributes, and (3) whether it beneficially affects choices by those who are most vulnerable. We conduct an online Choice Experiment on Italian consumers with a between-subjects approach, to simulate pre- and post-policy scenarios and observe choices by consumers who are informed about nutritional features (i.e. calorie content) and contrast these to those by uninformed consumers (i. e. the control group). We focus on red wine since, in Italy, wine is part of the traditional food diet and, at the same time, quality attributes represent a major component of product distinctiveness. Results from a Latent Class Random Parameter Logit Model (LC-RPL) weakly support nutritional labelling being an effective nudge toward low-alcohol wines, specifically in the case of less vulnerable consumers who are health-conscious, with lower BMI, who enjoy red wine during social gatherings and don't typically read wine labels. Nutritional labelling on wine bottles either did not affect or enhanced mWTP for quality attributes. Consumers generally valued calorie content on wine packaging. This supports the implementation of nutritional labelling policies.

Wine consumers show increasing interest in natural wine. However, there is still a limited understanding of their preferences for natural wine. This study aims to explore the effect of beliefs on wine consumers’ preferences and willingness to pay for natural wine attributes. We conducted a survey in Italy on a convenience sample of red wine consumers. The questionnaire included a choice experiment focused on the natural attributes of red wine, along with questions that captured consumer attitudes, beliefs, and knowledge of natural wine. Our results revealed that consumers tend to mainly associate natural wine with production techniques, such as spontaneous fermentation and the avoidance of added sulphites. The study highlights that wine consumer preferences are influenced by whether a wine is perceived as natural or not.

Although wine consumers are increasingly interested in natural wine, the definition of natural wine is still unclear. Thus, scholars argue that consumer understanding of natural wine characteristics might be vague and, therefore, natural wine perception can be heterogeneous among consumers. Accordingly, in this study, we question whether the perception of what is natural, or not, may affect consumer wine choice behaviour, by focusing on those attributes consumers may use to infer the naturalness of a wine. We present results from a survey conducted in Italy on 340 red wine consumers, which allowed us to determine drivers of wine consumption frequency and wine preference structure. By means of a choice experiment, we investigate the effect of a natural wine claim ('objective naturalness') and the effect of personal perceptions of naturalness ('subjective naturalness') on consumer evaluation for attributes that are generally linked to natural wine production. We find that consumers mostly associate natural wine with "artisanal" wine-making techniques and that wine choice behaviour can be affected by whether a wine is perceived as natural or not. However, we observe contrasting results when controlling for the effect of 'objective' and 'subjective' wine naturalness. Finally, results show that respondents are willing to pay a price premium for the attributes linked to natural wine production, such as ecological certifications and wine-making techniques, but not for the "natural wine" claim. This suggests researchers should disentangle the different aspects of natural wine when exploring consumer preferences for this product.

Given the importance of mass media in forming consumer attitudes, exploring the main trends in the media discourse on sustainability is of great interest to businesses, policymakers and researchers. This study investigates the discourse on sustainable consumption in major national newspapers in four European countries (Germany, Italy, Norway and Romania), using food consumption as the specific topic. It provides a comprehensive analysis of the issues reported in the newspapers related to the concept of sustainable food from the longitudinal and comparative perspective and identifies the dimensions of sustainability reported in the examined newspapers that are associated with sustainable food in the four different countries. This study adds to the understanding of how the sustainable food concept has developed in Europe over time and highlights the factors that have influenced the development of this concept. The information gaps in the common understanding of the sustainable food concept are pointed out through this research, therefore illustrating how to enhance consumer awareness about this issue.

This chapter aims to explore how the concept of sustainability is perceived and practiced in the craft beer industry in Italy. For this purpose, we present the case of a craft brewery located in the north of Italy. Based on an interview with the brewer about the meaning of sustainability and the brewery's sustainability practices, this chapter discusses how sustainability may be conceptualized and operationalized by craft breweries in Italy and how a sustainability path may be further developed and supported in this type of business.

In rural tourism studies, landscape has received much attention from researchers (i.e. Stoffelen and Vanneste, 2015; Terkenli, 2004). The complex relationships between landscape and tourism have however, not been subjected to the same amount of investigation. Not surprisingly, Stoffelen and Vanneste (2015, p.545) assert that the multi-disciplinary nature of tourism and landscape “provides specific challenges to analyse this complexity.” In many wine tourism studies, landscape is perceived as one of the most relevant attributes of winescape perceptions among wine tourists (i.e. Bruwer and Gross, 2017; Bruwer and Lesschaeve, 2012). Although previous studies have defined and assessed landscape as a uni-dimensional concept, no previous study has evaluated the importance wine tourists give to the main representative elements/attributes of the landscape of a wine region as a wine production area and tourism destination. Moreover, no previous study has examined the effects wine consumer behaviour constructs such as involvement, knowledge, information processing and, opinion leadership have on how the landscape of the region is perceived.

This chapter provides strategical implications and recommendations for the beer sector based on the main findings developed in this book. It discusses possible future developments for the sector in the global perspective.

This study advances the field of sustainability and origin-related attributes with an analysis of the role of a carbon reduction claim in consumer choice when it is labelled in conjunction with terroir cues on a bottle of wine. Data derive from a survey, including a Discrete Choice Experiment, with a sample of 982 Italian young consumers. The estimation of a Latent Class Model in willingness-to-pay space shows seven consumer segments characterized by different motivations and relationships between the environmental claim and the terroir indications. Socio-demographics and behavioural attitudes further describe demand heterogeneity. Results indicates that the carbon claim has a positive impact on the utility of three groups together comprising 46% of the sample and described as follows: those seeking original wines; price-sensitive and with low willingness-to-pay for both carbon and terroir claims; or highly interested in many different terroir expressions. The study suggests that wineries can use environmental attributes in conjunction with terroir ones following three different strategic patterns: to enhance the modernity of a wine; to connect the origin of a wine with production specificities shared among typical wine producers and; to echo product quality in the case of less reputed or cheap Protected Designation of Origin wines. This is of relevance for the wine industry as an increasing number of producers are moving toward sustainable certifications and paying more attention to the visual aspects of packaging and to new technologies for wine communications.

Authenticity has become increasingly important in the modern market as consumers seek products more resonant of tradition and originality. This study aimed to develop and validate a perceived authenticity scale for food specialties. Furthermore, this work exposed the causal relationship between authenticity and consumer behaviour, by quantitatively analysing the effects of perception of authenticity and identification with a product on consumers' willingness to consume the cheese Algovian Emmentaler, an iconic dairy product produced in southern Germany and protected with the designation of origin. Three surveys were conducted over two different timeframes. One served as a pre-test in Germany with a representative sample for the second two in Germany and Italy with a gourmet sample. Both objective authenticity and subjective authenticity were considered, with the former comprising concepts such as whether the respondent was sure of the cheese's origin and the latter what the cheese embodied. Identification with Algovian Emmentaler was also surveyed. Exploratory factor analysis and confirmatory factor analysis were conducted on the survey data in order to construct an authenticity scale. Based on this scale, structural equation models were constructed. Objective authenticity was found to positively contribute to stated willingness to consume, as well as mediate subjective authenticity, which itself mediated the effects of identification. Subjective authenticity was a large contributing factor to willingness to consume among German consumers, whereas the effects of objective authenticity were higher in Italy compared with the former. Expectedly, identification with Algovian Emmentaler also had a high direct effect on willingness to consume in Germany.

Case Studies in the Beer Sector investigates managerial and marketing dynamics in the beer sector. It explores the relevance of consumer science and its use as a tool for marketing strategies, putting special focus on small craft breweries. The book provides a variety of case studies from several countries to outline the global context within which the beer industry is developing. Real-life examples on how innovation and differentiation strategies affect consumer perceptions of beer are included, along with the relationship among breweries throughout the supply chain. Sections cover business strategy, sustainability, and how breweries are meeting the increasing demand for sustainable production processes. While this book provides a thorough reference for scholars and practitioners who work in the beer sector, it is also ideal for those studying business, agriculture, food engineering, technology, applied marketing and business strategy. Investigates contemporary managerial and marketing dynamics in the beer sector Explores the relevance of consumer science and its use as a tool for marketing strategies for both multinational players and small craft breweries Includes case studies that provide the reader with real-life examples on how to apply concepts discussed Offers a global, cross-cultural perspective on the beer sector in different countries and continents

We elicit subjective probabilities of choice using a choice experiment designed to study preferences of German consumers for high quality Italian extra-virgin olive oils. We develop an econometric framework to address the issues of resolvable and near-epistemic uncertainty. Focussing on behaviourally meaningful quantities linked to changes in oil attributes, such as marginal probabilities and marginal willingness to pay, we found estimates of these quantities to be robust to both types of uncertainty from both discrete and fractional elicitation formats of the response variable. The frequency and presence of potentially near-epistemic responses are explained by socio-economic covariates, but their effects are not always in the same direction as in models of heteroskedastic choice, suggesting the existence of different sources. Rounding behaviour in subjective probabilities statements conforms with previous findings in the literature.

To address climate change, health, and food-related challenges at the international and regional level, policy makers and researchers are starting to acknowledge the importance of building and developing sustainable food systems (SFSs). This study aims to discuss the drivers of, barriers to, and policy recommendations for developing sustainable food systems in four European countries (Germany, Italy, Norway, and Romania). We used critical frame analysis to investigate national policy documents on sustainable food systems and conducted in-depth interviews with various national stakeholders representing policy makers, agrifood businesses, and civil society. The novelty of this research lies in comparing national policy approaches and stakeholders' opinions on SFS development in a multi-country analysis. These European countries have different conditions in terms of geography, socioeconomic situation, environmental performance, and sustainability orientation. Several cross-cultural differences and gaps in the existing national policies for sustainable food systems were identified, and solutions that help overcome these issues have been suggested. The first step in developing SFS should focus on interdisciplinary and trans-sectorial policy integration combined with increasing stakeholder collaboration across all sectors of the economy. We also recommend more active involvement of consumers in the food system, developing information-sharing networks, and increasing collaborations within the food supply chains.

In the beer market, changes in demand are playing a pivotal role for future sectoral dynamics. Beer drinkers are increasingly seeking new tastes, experiencing different consumption situations and food matching, and demonstrating willingness to pay for superior quality products. The purpose of this chapter is to analyze the recent scientific literature investigating beer demand and beer consumer perceptions and preferences. Using a systematic review, we found 65 journal articles—indexed in the Web of Science and Scopus databases and published in the period from 2010 to 2019—analyzing beer consumer perceptions and preferences. We observed an increasing interest in recent years among scholars in studying beer consumption from a marketing perspective, especially in the case of craft and premium beer. Studies during the last decade have identified a significant number of determinants characterizing (craft) beer consumption. Sociodemographic characteristics are considered one of the main market segmentation factors, mainly in terms of age, gender, and lifestyle. Among other individual factors, involvement in beer, familiarity with beers and brands, and consumer knowledge of beers and frequency of consumption play a focal role. Moreover, consumption situations and occasions are relevant segmentation variables. Consumer perceptions of new styles of beer and speciality beers (such as sustainable or organic beer) require additional attention from scholars and market analysts. They potentially represent factors generating further differentiation strategies in the beer market for the future. Thus there is a need for further research in this field, along with more cross-country analysis, to better understand beer market particularities and allow beer businesses to meet the multiple expectations of beer consumers.

While there has been plenty of research around family firm governance and management, less is known about the way in which family firm image is perceived by consumers. This research aims at filling the gap by investigating the chained links between family firm status and image, and the key brand elements identified by extant literature. The hypotheses are tested through an application to the wine industry with a sample of over 1,500 wine drinkers residing in Australia, Italy, and the United States. The results reveal several linkages between the distinctive family nature of a business and the loyalty of consumers. All brand knowledge constructs are positively affected by family firm image, and influence brand trust and satisfaction. Individual path coefficients highlight differences between countries. Evidence regarding the cultural interdependencies provides guidance for policy makers. Practitioners can consider this research when defining the relationship with consumers of family firms.

New conceptualizations propose the concept of terroir as referring to a place of distinctiveness that is able to create marketing value. However, the knowledge regarding the role of terroir in tourism marketing is still scarce. Specifically, the concept of resident commitment has received little attention in research on tourism marketing, and therefore there is a gap in knowledge on the components of resident commitment and the role it can play in the construction or renewal of a tourist destination. To fill this gap, the purpose of this study is to analyze the role of residents’ commitment in consideration of terroir as referring to both a winegrowing region and a place of residence. The study aims to determine how residents’ commitment interacts with the brand dimensions identified in the marketing literature and consumer behavior research. In our theoretical framework we presented the wine terroir commitment (WTC) as a multidimensional grassroots construct and we empirically verified it by conducting a survey in a wine region, the Eisacktal Valley in South Tyrol (Italy). The findings show that Terroir Identification and Terroir Loyalty are two important antecedents of WTC as they mediate the exogenous latent variables of Terroir Prestige, and Wine Involvement as well as Resident Commitment and Terroir Experience, respectively. In the conclusions, we derive some recommendations for scholars and practitioners.