Mercedes Sánchez

Consumer preferences for wine attributes: a conjoint approach

Examines and compares wine attribute preferences within and between two different Spanish regions, Aragon and Navarra, by means of the weighted least squares approach for conjoint analysis. Uses three attributes in the conjoint design: price, origin and grape vintage year. Among these attributes, Navarra consumers assigned more importance to the origin of the wine, followed by price and grape vintage year. Aragon consumers also considered origin as the most important attribute, followed, in this case, by grape vintage year and price. Comparing the different attribute levels, consumers from Aragon preferred locally produced and cheaper wines, while consumers from Navarra preferred Rioja and more expensive wines. Identifies and characterizes four wine consumer segments. Describes how a market simulation experiment was designed to simulate market shares of three alternative wine profiles.

Consumers’ acceptability of organic food in Spain: Results from an experimental auction market

Organic production and its consumption have grown tremendously in recent years. However, in the case of Spain demand still represents only 1 per cent of food expenditure. The main obstacle seems to be that organic food faces problems related to consumers’ acceptability; lack of food availability and seasonality make it difficult to establish appropriate retailing outlets; also, higher costs of production and retailer margins jointly may result in higher prices than consumers are willing to pay for organic food attributes. Research studies have mostly elicited consumers’ willingness‐to‐pay (WTP) for organic food through contingent valuation. Alternatively, explores, using an experimental second‐price sealed‐bid auction, the value that consumers place on organic food and the effect that information included on ecolabel and physical appearance have on their WTP. This methodological approach involves the use of real money and real products, which, in fact, may overcome the hypothetical bias detected in previous studies. Also discusses the effect on WTP of consumers’ demographic characteristics and lifestyles, as well as attitudes towards food safety and buying behaviour. Results show, that as more accurate information is offered, consumers’ acceptability of labelled organic food products increases; and that WTP is highly correlated with consumption habits variables.

Hedonic prices for Spanish red quality wine

In this paper, market values for most of wine attributes are measured through the estimation of a hedonic price function, which relates the price of a wine to its various attributes. As more expensive wines are also associated with higher recognition of wine attributes, results also reflect consumers’ valuation of wine attributes. Data used in this paper comes from a wine catalogue in which only price categories are available. As independent variables, the following wine attributes have been considered: region of production, the year vintage, grape variety, alcoholic content and expert quality ratings. Due to the nature of available data, the hedonic price function has been estimated in the form of a Multinomial Logit model. Results indicate that the two first variables (region of production and the year vintage) are the main market price determinants while grape variety and the alcoholic contents are not significantly correlated with red wine prices.

How much are people willing to pay for silence? A contingent valuation study

Despite its major importance in the urban environment, the problem of noise has received little attention from environmental economists. In this paper the economic value of a noise reduction programme is evaluated. The chosen technique is contingent valuation using the recently proposed one and one-half bound question format. This new question format reduces the potential for response bias in multiple bound formats such as the double bound model while maintaining much of its efficiency. Through the estimations it is found that urban residents generally value noise negatively, that is, households are willing to pay for a noise reduction. In particular, it is found that households are willing to pay approximately four euros per decibel per year. A further finding is that interviewees show scope sensitivity; that is, households display a different willingness to pay for different degrees of noise reduction, most are willing to pay more for larger decreases in the level of disturbance from noise.

External and Internal R&D, Capital Investment and Business Performance in the Spanish Agri-Food Industry

We examine the effects of external and internal expenditure on research and development on the business performance of industrial agri-food enterprises. For this purpose, a data sample from the Encuesta de Estrategias Empresariales en Espana (Survey of Business Strategies in Spain) was used, which includes information on more than 400 businesses over the period 2000–2008. The econometric analysis uses quantile regressions to address the vast asymmetry of the variables and to identify non-linear relationships. The results reveal interesting new findings on the impacts of R&D on the agri-food industry. The most evident, although not the most immediately apparent, relationship concerns the positive effects of external R&D on business performance. Internal R&D was also revealed to be an important way of enhancing the productivity of SMEs. In addition, the modernisation of the production process through investment in capital goods continues to be the main path to improve competitiveness. However, support was found neither for the inverse relationship, that is the most profitable firms are those that spend the most on R&D, nor for complementarity between external and internal R&D. The latter would imply that the bulk of Spanish agri-food firms have at most the capacity for only one type of R&D.

Improving Pro-environmental Behaviours in Spain. The Role of Attitudes and Socio-demographic and Political Factors

Abstract Over the last 30 years, Spain has witnessed great economic growth. Nevertheless, in spite of an increasing degree of environmental concern, environmentally friendly attitudes and behaviours are still clearly below the European average. In this context, this paper analyses the impact of personal control and attitudes, and of certain socio-demographic, economic and political variables in the development of two environmentally friendly behaviours in Spain: consumption and purchase. The data were provided by a survey carried out in 2007 by the Centro de Investigaciones Sociológicas (Centre for Sociological Research) in Spain. The results show the importance of personal control, level of environmental information, political ideology, age and educational level variables to explaining the development of pro-environmental-related consumption behaviours. Personal attitudes, work situation, female gender and level of environmental information influence pro-environmental purchase behaviour in a positive way. Taking into account that personal attitudes are more determining of pro-environmental purchase than consumption behaviour, policy measures such as informal education, tax measures, social and individual norms and interpersonal and institutional trust are discussed to increase the development of pro-environmental behaviours in Spain.

The Role of Satisfaction and Emotional Response in the Choice Mechanisms of Suburban Natural-Areas Users

The unique observations and experiences of users of suburban natural areas lead them to perceive their surroundings in a manner associated with their personal values. It follows that every individual has a unique cognitive decision-making structure. This paper examines users’ affective and cognitive evaluation of a particular suburban natural area by applying the means-end chain method to reveal the cognitive mechanism by which users link the attributes and benefits of an environmental public good with their own personal values. Analysis of a survey conducted of visitors to a Spanish suburban natural area (park) reveals the main attributes to be the opportunity to practice sports and proximity of the park and the main potential benefits to be the improvement of physical and psychological well-being. The desired personal values include fun, quality of life and self-fulfillment at the individual level and improved social relationships at the collective level. The paper also tests for cross-group, cognitive-structure differences in visitor groups, segmented by level of satisfaction and reported range of emotions, and finds that perceived physical and psychological health improvements and individual and social awareness increase with higher levels of satisfaction and emotional response. Therefore, the recommendations for natural area management suggested by these findings include enhancing the scenic beauty and peacefulness of suburban natural areas in order to improve the affective state of visitors because this could contribute to reducing social costs (including health care) within the area of influence of the natural area.

Abstraction and product categories as explanatory variables for food consumption

This study sets out to explore variation in the consumer choice structure in relation to three types of products with different levels of search, experience and credence attributes. The decision structures of rice, wine and functional food (experience, search and credence products) consumers were explored by means of laddering. The results suggest the presence of an emotional component in foods that increases in complexity (becomes more abstract) with the number of credence attributes. The findings recommend adjusting the complexity of advertising campaigns and product positioning to the type of product being promoted.

The effect of emotions on purchase behaviour towards novel foods. An application of Means–End chain methodology

ABSTRACT This study performs an a priori segmentation of shoppers based on their emotions with respect to two novel food items, one functional the other conventional. Both food types appear to evoke positive emotions in a majority segment of consumers and negative emotions in a minority segment. An analysis of the purchase decision structures of these segments using means–end chain methodology reveals the importance of hedonistic and nutritional qualities in food consumption decisions. In addition, brand emerges as a key factor in the purchase choices of satisfied consumers while quality search and control are key issues for concerned shoppers.

Discrimination of the Decision Structure of Suburban Park Users by Environmental Attitudes

© 2012 Lopez-Mosquera et al., licensee InTech. This is an open access chapter distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/3.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Discrimination of the Decision Structure of Suburban Park Users by Environmental Attitudes