Understanding Factors Associated with Interest in Sustainability-Certified Wine among American and Italian Consumers
Abstract
1. Introduction
1.1. Sustainable Wine Certifications in the US and Italy
1.2. Consumer Behaviour in Sustainable Wine Consumption
1.3. Aims and Scope of This Study
- RQ1. How do the demographic characteristics and buying behaviour of wine consumers in the US and Italy associate with their interest in sustainability-certified wine?
- RQ2. To what extent do interactions exist among the demographic and wine buying behavioural characteristics of wine consumers, their geographical locations (i.e., the US and Italy), and their inclination towards sustainability-certified wine?
2. Materials and Methods
2.1. Data Collection
2.2. Data Analysis
- Biplot 1: interactive biplot employing the paired variables (i.e., the ‘interactive duo’) as the projection with the other variable (i.e., the ‘unpaired variable’) plotted by the principal coordinates.
- Biplot 2: interactive biplot employing the principal coordinates of the interactive duo with the unpaired variable serving as the projection.
3. Results
3.1. Symmetric Correspondence Analysis
3.1.1. Results of Chi-Square Tests of Independence
3.1.2. The Two-Dimensional Correspondence Plots
3.2. K-Modes Clustering
3.3. Multi-Way Correspondence Analysis
4. Discussion
5. Conclusions
Author Contributions
Funding
Data Availability Statement
Conflicts of Interest
Ethical Statement
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Variable | Category | Response | Response Code |
---|---|---|---|
Demographic characteristics | Gender | Female | gender_1 |
Male | gender_2 | ||
Age | 18–35 (young adult) | age_1 | |
36–50 (middle-aged adult) | age_2 | ||
50+ (senior adult) | age_3 | ||
Residing region | Northeastern US; Northern Italy | region_1 | |
Midwestern US; Central Italy | region_2 | ||
Southern US; Southern Italy | region_3 | ||
Western US | region_4 | ||
Living arrangement | Live alone | fam_0 | |
Live with other family member(s) | fam_1 | ||
Occupation | Employed in a non-managerial role | empl | |
Employed in a managerial role | empl_m | ||
Self-employed | empl_s | ||
Not currently employed (e.g., student, retired, unemployed, etc.) | empl_no | ||
Buying behaviour | Wine purchase frequency | Daily wine purchases | daily |
Weekly wine purchases | weekly | ||
Monthly wine purchases | monthly | ||
Yearly or occasional wine purchases | yearly | ||
Imported wine consumption | Non-habitual consumption | imp_0 | |
Habitual consumption | imp_1 | ||
Low-alcoholic wine consumption | Non-habitual consumption | lalc_0 | |
Habitual consumption | lalc_1 | ||
European Union-origin wine consumption channel | Habitual consumption through on-trade channels (e.g., bars, hotels, restaurants, etc.) | eu_on | |
Habitual consumption through off-trade channels (e.g., supermarkets, online platforms, wine shops, etc.) | eu_off | ||
Level of interest in sustainability-certified wines | Level of interest in sustainability-certified wines | Negligible or minimal | sust_1 |
Low to moderate | sust_2 | ||
Moderate to high | sust_3 | ||
Extremely high | sust_4 |
Chi-Square Test Parameters | US | Italy | ||
---|---|---|---|---|
Demographics | Buying Behaviour | Demographics | Buying Behaviour | |
Chi-square (observed value) | 134.883 | 212.776 | 68.727 | 99.635 |
Chi-square (critical value) | 58.124 | 40.113 | 54.572 | 40.113 |
df | 42 | 27 | 39 | 27 |
p-value | <0.0001 | <0.0001 | 0.0023 | <0.0001 |
Alpha | 0.05 | 0.05 | 0.05 | 0.05 |
Category | Response | Cluster 1 | Cluster 2 | Cluster 3 | Cluster 4 |
---|---|---|---|---|---|
Gender | Female | 35.0% | 28.9% | 41.5% | 82.9% |
Male | 65.0% | 71.1% | 58.5% | 17.1% | |
Age | 18–35 | 9.1% | 17.2% | 8.1% | 45.0% |
36–50 | 75.0% | 69.3% | 31.3% | 34.4% | |
50+ | 15.9% | 13.5% | 60.6% | 20.6% | |
Living Arrangement | Live alone | 13.0% | 7.4% | 10.0% | 8.4% |
Live with other family member(s) | 87.0% | 92.6% | 90.0% | 91.6% | |
Occupation | Employed in a non-managerial role | 60.2% | 18.9% | 53.4% | 56.1% |
Employed in a managerial role | 9.1% | 57.6% | 7.7% | 7.5% | |
Self-employed | 13.6% | 7.7% | 10.7% | 9.7% | |
Not currently employed | 17.0% | 15.8% | 28.3% | 26.7% | |
Wine purchase frequency | Daily wine purchases | 3.2% | 3.4% | 1.2% | 1.8% |
Weekly wine purchases | 29.1% | 76.8% | 22.3% | 58.8% | |
Monthly wine purchases | 25.0% | 17.8% | 67.1% | 18.0% | |
Yearly or occasional wine purchases | 42.7% | 2.0% | 9.5% | 21.4% | |
Imported wine consumption | Non-habitual consumption | 42.3% | 21.5% | 79.4% | 78.1% |
Habitual consumption | 57.7% | 78.5% | 20.6% | 21.9% | |
Low-alcoholic wine consumption | Non-habitual consumption | 83.0% | 76.2% | 33.9% | 82.9% |
Habitual consumption | 17.0% | 23.8% | 66.1% | 17.1% | |
Main Channel for Consuming EU Wine | On-trade channels | 4.3% | 66.5% | 4.4% | 5.3% |
Off-trade channels | 95.7% | 33.5% | 95.6% | 94.7% |
Geographical Location | Interest in Sustainability-Certified Wine | Persona Type | Grand Total | |||
---|---|---|---|---|---|---|
Persona 1: Occasional Wine Connoisseur | Persona 2: Executive Wine Enthusiast | Persona 3: Wise Wellness Explorer | Persona 4: Vibrant Female Drinker | |||
Italy | sust_1 | 12 | 3 | 16 | 15 | 46 |
sust_2 | 19 | 3 | 28 | 51 | 101 | |
sust_3 | 145 | 28 | 171 | 320 | 664 | |
sust_4 | 62 | 35 | 113 | 178 | 388 | |
Total | 238 | 69 | 328 | 564 | 1199 | |
USA | sust_1 | 25 | 0 | 8 | 28 | 61 |
sust_2 | 21 | 17 | 11 | 36 | 85 | |
sust_3 | 74 | 85 | 38 | 109 | 306 | |
sust_4 | 82 | 178 | 46 | 106 | 412 | |
Total | 202 | 280 | 103 | 279 | 864 | |
Grand Total | 440 | 349 | 431 | 843 | 2063 |
Chi-Square Test Parameters | Term-IJ * | Term-IK * | Term-JK * | Term-IJK * | Term-Total |
---|---|---|---|---|---|
Chi-squared | 84.147 | 297.778 | 101.566 | 65.91 | 549.4 |
Phi-squared | 0.041 | 0.144 | 0.049 | 0.032 | 0.266 |
% of inertia | 15.316 | 54.2 | 18.487 | 11.997 | 100 |
df | 3 | 3 | 9 | 9 | 24 |
p-value | <0.001 | <0.001 | <0.001 | <0.001 | <0.001 |
X2/df | 28.049 | 99.259 | 11.285 | 7.323 | 22.892 |
Geographical Location | Persona Type | Sustainability Interest | |||
---|---|---|---|---|---|
sust_1 | sust_2 | sust_3 | sust_4 | ||
USA | Persona 1 | 73.39 | 11.99 | −6.63 | 6.7 |
Persona 2 | −45.42 | 13.17 | 10.76 | 97.22 | |
Persona 3 | −6.61 | −14.72 | −25.08 | −15.57 | |
Persona 4 | 24.03 | 5.95 | −15.6 | −10.25 | |
Italy | Persona 1 | −4.33 | −7.99 | 9.35 | −17.02 |
Persona 2 | −32.47 | −37.97 | −32.09 | −25.21 | |
Persona 3 | 10.52 | 10.89 | 20.52 | 7.42 | |
Persona 4 | −18.61 | 7.02 | 17.67 | −2.87 |
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Share and Cite
Rui, M.; Rosa, F.; Viberti, A.; Brun, F.; Massaglia, S.; Blanc, S. Understanding Factors Associated with Interest in Sustainability-Certified Wine among American and Italian Consumers. Foods 2024, 13, 1468. https://doi.org/10.3390/foods13101468
Rui M, Rosa F, Viberti A, Brun F, Massaglia S, Blanc S. Understanding Factors Associated with Interest in Sustainability-Certified Wine among American and Italian Consumers. Foods. 2024; 13(10):1468. https://doi.org/10.3390/foods13101468
Chicago/Turabian StyleRui, Mingze, Federica Rosa, Andrea Viberti, Filippo Brun, Stefano Massaglia, and Simone Blanc. 2024. "Understanding Factors Associated with Interest in Sustainability-Certified Wine among American and Italian Consumers" Foods 13, no. 10: 1468. https://doi.org/10.3390/foods13101468
APA StyleRui, M., Rosa, F., Viberti, A., Brun, F., Massaglia, S., & Blanc, S. (2024). Understanding Factors Associated with Interest in Sustainability-Certified Wine among American and Italian Consumers. Foods, 13(10), 1468. https://doi.org/10.3390/foods13101468