Purpose

Consumer likeability and willingness to pay (WTP) for two Italian sparkling wines, (Conegliano Valdobbiadene Prosecco DOCG and Prosecco DOC) are evaluated through a non-hypothetical Becker-DeGroot-Marschak (BDM) auction during a wine-tasting experiment. The purpose of this paper is to estimate individual WTP and relate it to likeability for both wines, with and without supplying additional information on their features.

Design/methodology/approach

Data were collected in May–June 2019 from a sample of 99 consumers in Northern Italy. A non-hypothetical BDM auction in a wine-tasting experiment was implemented.

Findings

The results show that the additional information plays a significant role in widening the WTP gap between the two geographical indications (GIs), while the blind tasting narrows this gap. The “superiority” of the Conegliano Valdobbiadene Prosecco DOCG is confirmed but relies more on its better reputation than its better taste.

Research limitations/implications

The authors are aware of two main limitations in the study. The first is the territorial composition of the consumer sample. The second is the selection of the Prosecco bottles used in the experiment. The results are considered pioneering and need to be verified by additional experiments with different consumer and bottle samples.

Practical implications

Promotional suggestions for the Tutelary Consortia of the two GIs stem from the results. The Prosecco DOC should primarily stress its likeability, while the Conegliano Valdobbiadene Prosecco DOCG should primarily emphasise the reasons for its “superiority”.

Originality/value

To the best of the authors' knowledge, no previous study has related likeability and WTP for similar GI wines produced in contiguous areas. Moreover, the current research has applied a non-hypothetical BDM auction in a wine-tasting experiment.

中文翻译：

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消费者真的认识到PDO起泡酒中独特的质量等级吗？实验性拍卖的答案

目的

在品酒实验期间，通过非假设的Becker-DeGroot-Marschak（BDM）拍卖评估了消费者对两种意大利起泡酒（Conegliano Valdobbiadene Prosecco DOCG和Prosecco DOC）的支付意愿和支付意愿。本文的目的是评估单个WTP并将其与两种葡萄酒的可喜度相关联，无论是否提供有关其功能的其他信息。

设计/方法/方法

数据收集于2019年5月至6月，来自意大利北部99位消费者。在品酒实验中实施了非假设的BDM拍卖。

发现

结果表明，附加信息在扩大两个地理标志（GI）之间的WTP差距方面起着重要作用，而盲品酒会缩小这一差距。Conegliano Valdobbiadene Prosecco DOCG的“优越性”得到了证实，但更多地取决于其更好的声誉而不是其更好的口味。

研究局限/意义

作者意识到该研究的两个主要局限性。首先是消费者样本的地域构成。第二个是实验中使用的Prosecco瓶子的选择。结果被认为是开创性的，需要通过对不同的消费者和瓶子样品进行额外的实验来验证。

实际影响

结果表明，对两个地理标志的Tutelary联合体提出了促销建议。Prosecco DOC应该首先强调其相似性，而Conegliano Valdobbiadene Prosecco DOCG应该首先强调其“优越性”的原因。

创意/价值

据作者所知，以前没有研究对在邻近地区生产的类似地理标志葡萄酒具有相似性和WTP。此外，当前的研究已将非假设的BDM拍卖应用于品酒实验。