Nutritional Knowledge and Health Consciousness: Do They Affect Consumer Wine Choices? Evidence from a Survey in Italy
Abstract
:1. Introduction
- Is health orientation a driver of the consumer use of wine labels as in the case of food labels?
- What kind of labelled information (e.g., clean labels and/or alcohol content) directs wine choices toward more health-oriented consumers?
- What profiles characterize consumers interested in clean labels on wine and/or alcohol content?
2. Materials and Methods
2.1. Choice Experiment Design
- sustainability certification;
- hand-picked grapes;
- unfiltered wine;
- alcohol content; and
- price.
2.2. Models Specification
2.2.1. Ordinary Least Square (OLS) regression
2.2.2. Discrete Choice Models
- Age = dummy variable with value equal to 1 if the respondent has the median age or is older, 0 otherwise;
- Gender = dummy variable with value equal to 1 if the respondent was a woman, 0 otherwise;
- Education level = dummy variable with value equal to 1 if the respondent has the median education level or a higher one, 0 otherwise;
- Health consciousness = mean value of the health consciousness scale;
- Nutritional knowledge = mean value of the correct answers (if answer is correct = 1, 0 otherwise) to the questions related to food nutritional knowledge;
- Weight status control = dummy variable taking value of 1 for individuals who stated to be on a diet or to control their weight status, 0 otherwise;
- Knowledge calories/alcohol in wine = dummy variable taking value equal to 1 if the respondent answered correctly to the question related to wine nutritional knowledge, 0 otherwise
- Wine consumption consciousness = dummy with value equal to 1 if the respondent has a score equal to the median or higher, 0 otherwise;
- Wine interest = mean of the scores from the wine interest scale;
- Food labels use = mean of the scores from the use of food label scale; and
- Wine labels use = mean of the scores from the use of wine label scale.
3. Results
3.1. Sample Description, Attitudes, and Knowledge on Health, Food, and Wine Label Use and Wine Drinking
3.2. Ordinary Least Square Estimation
3.3. Latent Class Model
4. Discussion
5. Conclusions
Author Contributions
Funding
Acknowledgments
Conflicts of Interest
Appendix A
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Attribute | Attribute Levels | Indication on The Back Label |
---|---|---|
Sustainability certification | Organic | |
Biodynamic | | |
Biodiversity friend® | | |
None | - | |
Hand-picked grapes | -Present -Absent | |
Unfiltered wine | -Present -Absent | |
Alcohol content (% ABV) | 11 | 11% vol |
12 | 12% vol | |
13 | 13% vol | |
14 | 14% vol | |
Price (€/750 mL bottle) | 2.10 | - |
3.60 | - | |
5.10 | - | |
8.10 | - | |
11.10 | - | |
14.10 | - |
Variables | Sample |
---|---|
Age group (%) | |
18–24 years | 13.31 |
25–34 years | 18.71 |
35–44 years | 17.63 |
45–54 years | 15.47 |
55–64 years | 16.55 |
65–74 years | 17.63 |
74+ years | 0.72 |
Gender (%) | |
Woman | 52.52 |
Education (%) | |
Comprehensive school | 0.36 |
Intermediate school | 12.23 |
High school | 51.44 |
Bachelor degree | 11.87 |
Master degree | 18.35 |
PhD degree or post-doc | 5.76 |
Total annual household net income (%) | |
Less than €10,000 | 14.75 |
€10,000–€20,000 | 21.22 |
€20,001–€30,000 | 23.74 |
€30,001–€40,000 | 14.39 |
€40,001–€50,000 | 4.68 |
€50,001–€60,000 | 2.52 |
€60,001–€70,000 | 2.88 |
€70,001–€80,000 | 1.80 |
€80,001–€90,000 | 2.88 |
More than €90,000 | 2.52 |
I prefer not to answer this question. | 8.63 |
Variables | Sample |
---|---|
Weight status control (%) | |
I’m trying to lose weight. | 35.25 |
I’m trying to maintain my weight. | 44.24 |
I don’t do anything to regulate my weight. | 20.50 |
Wine consumption consciousness (mean) | |
It is important to limit the amount of alcohol you consume | 5.88 |
Wine Interest (mean) | |
Wine is an important product to me. | 5.38 |
I like wine. | 5.86 |
I read magazines and books related to wine. | 3.79 |
I take part in events which are related to wine (wine tourism, wine festivals, wine shows) | 4.23 |
Food nutritional knowledge (%) | |
Eating more fiber helps to prevent heart disease. | |
Yes | 71.58 |
No | 10.43 |
Don’t know | 17.99 |
Eating less salt helps to prevent heart disease. | |
Yes | 84.17 |
No | 7.91 |
Don’t know | 7.91 |
Eating more fruit and vegetables helps to prevent heart disease. | |
Yes | 83.81 |
No | 8.27 |
Don’t know | 7.91 |
Eating less saturated fats helps to prevent heart disease. | |
Yes | 73.74 |
No | 7.19 |
Don’t know | 19.06 |
Which has more calories: 100 grams of durum wheat pasta or 100 grams of white rice? | |
Pasta | 38.85 |
White rice | 19.42 |
The same | 13.31 |
Don’t know | 28.42 |
Which fat do you think experts are saying is most important to cut down? | |
Monosaturated fat | 16.19 |
Saturated fat | 55.40 |
Not sure | 28.42 |
Knowledge calories/alcohol in wine (%) | |
The amount of calories in wine is proportional to the alcohol percentage. | |
True | 48.56 |
False | 20.86 |
Don’t know | 30.58 |
Use of wine labels (mean) | |
Reading wine labels takes more time that I can spend. (R) | 4.50 |
Reading wine labels makes it easier to choose wines. | 5.22 |
When I use wine labels, I make better wine choices. | 5.10 |
Using wine labels to choose wines is better than just relying on my own knowledge about what is in them. | 5.17 |
The information on wine labels is hard to interpret. (R) | 4.56 |
Use of food labels (mean) | |
Reading food labels takes more time that I can spend. (R) | 4.12 |
Reading food labels makes it easier to choose foods. | 5.38 |
When I use food labels, I make better food choices. | 5.42 |
Using food labels to choose foods is better than just relying on my own knowledge about what is in them. | 5.34 |
The nutritional information on food labels is hard to interpret. (R) | 4.03 |
Health consciousness (mean) | |
I reflect about my health a lot. | 5.32 |
I am very self-conscious about my health. | 5.40 |
I am alert to changes in my health. | 5.46 |
I am usually aware of my health. | 5.38 |
I take responsibility for the state of my health. | 5.62 |
I am aware of the state of my health as I go through the day. | 5.28 |
Food Label Use (Mean) | Wine Label Use (Mean) | |
---|---|---|
Age | 0.114 (0.104) | 0.195 ** (0.097) |
Gender | 0.054 (0.101) | −0.111 (0.094) |
Education level | −0.065 (0.108) | 0.027 (0.101) |
Health consciousness | 0.364 *** (0.060) | 0.247 *** (0.056) |
Weight status control | 0.126 (0.129) | −0.001(0.120) |
Wine interest | −0.012 (0.046) | 0.088 ** (0.043) |
Knowledge calories/alcohol in wine | 0.089 (0.104) | −0.036 (0.097) |
Food nutritional knowledge | 0.398 ** (0.191) | 0.243 (0.179) |
Wine consumption consciousness | 0.223 ** (0.109) | 0.212 ** (0.101) |
Intercept | 2.234 *** (0.330) | 2.830 *** (0.309) |
Model statistics | ||
R-square | 0.240 | 0.175 |
No. of observations | 278 | 278 |
Parameters | |||
---|---|---|---|
Class 1 | Class 2 | Class 3 | |
Attributes Variable | Coefficients | Coefficients | Coefficients |
Hand-picked grapes | 0.553 *** (0.076) | 0.766 *** (0.168) | 0.902 *** (0.322) |
Unfiltered wine | 0.201 *** (0.057) | −0.038 (0.147) | 0.339 (0.208) |
Organic | 0.792 *** (0.085) | 0.516 *** (0.170) | 0.353 (0.308) |
Biodynamic | 0.130 (0.108) | −0.589 ** (0.233) | 0.514 * (0.279) |
Biodiversity | 0.589 *** (0.087) | −0.542 *** (0.193) | 0.830 *** (0.247) |
Alcohol content | −0.095 *** (0.033) | −0.015 (0.078) | 0.147 (0.102) |
Price | −0.021 *** (0.006) | −0.050 ** (0.021) | −0.605 *** (0.041) |
No-buy | −3.438 *** (0.423) | 0.819 (0.950) | −1.264 (1.259) |
Co-variates | |||
Constant | −1.203 (1.485) | −0.870 (1.735) | 0 |
Weight status control | 0.177 (0.483) | 1.107 (0.751) | 0 |
Wine interest | 0.158 (0.186) | −0.136 (0.244) | 0 |
Knowledge calories/alcohol in wine | −0.535 (0.386) | 0.065 (0.520) | 0 |
Food nutritional knowledge | −1.141 (0.826) | −1.047 (0.996) | 0 |
Health consciousness | 0.683 *** (0.264) | 0.195 (0.335) | 0 |
Wine consumption consciousness | −0.665 (0.442) | 0.017 (0.584) | 0 |
Education level | 0.314 (0.465) | 0.122 (0.595) | 0 |
Age (dummy) | −1.674 *** (0.494) | −0.705 (0.605) | 0 |
Gender | 0.258 (0.422) | 0.995 (0.607) | 0 |
Size | 63% | 18% | 19% |
Model Statistics | |||
No. of observations | 3336 | ||
Log likelihood | −2695.389 | ||
Akaike Information Criterion | 5478.8 |
© 2019 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
Share and Cite
Bazzani, C.; Capitello, R.; Ricci, E.C.; Scarpa, R.; Begalli, D. Nutritional Knowledge and Health Consciousness: Do They Affect Consumer Wine Choices? Evidence from a Survey in Italy. Nutrients 2020, 12, 84. https://doi.org/10.3390/nu12010084
Bazzani C, Capitello R, Ricci EC, Scarpa R, Begalli D. Nutritional Knowledge and Health Consciousness: Do They Affect Consumer Wine Choices? Evidence from a Survey in Italy. Nutrients. 2020; 12(1):84. https://doi.org/10.3390/nu12010084
Chicago/Turabian StyleBazzani, Claudia, Roberta Capitello, Elena Claire Ricci, Riccardo Scarpa, and Diego Begalli. 2020. "Nutritional Knowledge and Health Consciousness: Do They Affect Consumer Wine Choices? Evidence from a Survey in Italy" Nutrients 12, no. 1: 84. https://doi.org/10.3390/nu12010084
APA StyleBazzani, C., Capitello, R., Ricci, E. C., Scarpa, R., & Begalli, D. (2020). Nutritional Knowledge and Health Consciousness: Do They Affect Consumer Wine Choices? Evidence from a Survey in Italy. Nutrients, 12(1), 84. https://doi.org/10.3390/nu12010084