Quality perception and willingness to pay: The case of red wine with health-beneficial effects

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Jelena Ruso
Jovan Filipovic
Milica Maricic
Vesna Spasojevic Brkic


red wine


This paper attempts to identify consumers’ preferences toward red wine quality cues and willingness to pay (WTP) for wine with health-beneficial effects, thus clarifying the complex process of purchasing habits and patterns. The data were analyzed using structural equation modeling. The findings from a case study conducted in Serbia show that consumer health-effect consciousness and household income are significant predictors of their WTP. On the other hand, health-conscious consumers are more inclined to intrinsic quality cues, while those who are willing to pay a higher price for a bottle of red wine are prone to extrinsic wine quality cues.

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