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Comparing generational preferences for individual components of sustainability schemes in the Californian wine market

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  • Peter Tait
  • Caroline Saunders
  • Paul Dalziel
  • Paul Rutherford
  • Timothy Driver
  • Meike Guenther

Abstract

Millennials are the largest demographic segment in the USA and have gained market share of high-frequency wine drinkers while Baby Boomers and Gen-X generations share has fallen. This demographic evolution focuses attention on understanding Millennial wine drinkers’ preferences. At the same time the wine industry has seen significant establishment of sustainable certification systems as preferences for sustainability have developed and been recognized as an avenue for product diversification. This paper reports on a discrete choice experiment with the objective of comparing generational preferences for individual components of sustainability schemes active in the Californian Sauvignon Blanc market. We find significant attribute preference differences over age cohorts. Millennial consumers are willing to pay significantly more for sustainability attributes than both Gen-X and Baby Boomers. While Baby Boomers place more emphasis on country-of-origin attributes than either Gen-X or Millennials.

Suggested Citation

  • Peter Tait & Caroline Saunders & Paul Dalziel & Paul Rutherford & Timothy Driver & Meike Guenther, 2020. "Comparing generational preferences for individual components of sustainability schemes in the Californian wine market," Applied Economics Letters, Taylor & Francis Journals, vol. 27(13), pages 1091-1095, June.
    • Handle: RePEc:taf:apeclt:v:27:y:2020:i:13:p:1091-1095
    DOI: 10.1080/13504851.2019.1661952
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    Cited by:

    1. Boonsaeng, Tullaya & Murova, Olga & Velikova, Natalia, 2023. "A Comparative Analysis of Changes in Consumers’ Perceptions and Attitudes toward Local Wines in an Emerging Wine Region," Journal of Food Distribution Research, Food Distribution Research Society, vol. 54(2), July.
    2. Benedikt M. Brand & Theresa Maria Rausch & Jannika Brandel, 2022. "The Importance of Sustainability Aspects When Purchasing Online: Comparing Generation X and Generation Z," Sustainability, MDPI, vol. 14(9), pages 1-28, May.
    3. Ceren Cubukcu Cerasi & Yavuz Selim Balcioglu, 2024. "Bridging Generations and Values: Understanding Generation Z’s Organizational Preferences and the Mediating Role of Sustainability and Innovation Attitudes in Turkey," Administrative Sciences, MDPI, vol. 14(9), pages 1-17, September.
    4. Arian Seyedimany & Mehmet Haluk Koksal, 2022. "Segmentation of Turkish Wine Consumers Based on Generational Cohorts: An Exploratory Study," Sustainability, MDPI, vol. 14(5), pages 1-16, March.
    5. Satinover Nichols, Bridget & Wehr Holt, Jennifer, 2023. "A comparison of sustainability attitudes and intentions across generations and gender: a perspective from U.S. consumers," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).

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