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Abstract
The paper analyses how different aspects connected with regulations can influence the
consumers’ quality perception and the value that consumers attribute to the wine sector
products. In particular, aspects concerning labelling and presentation of designations of origin,
which, in turn, mirror different regulations of production methods, are considered. Consumers’
preference can allow enterprises to complying with more restrictive rules and sustain higher
costs for differentiate their products and achieve higher quality. When choosing a product,
consumers do not evaluate each single quality factor but the product as a whole, therefore the
analysis has to be done with a methodology considering both the combination of all
characteristics of the product, and the contribution of every factor to the creation of value for
consumers. For this reason the value that consumers attribute to different characteristics is
evaluated through an experimental economic analysis applying the method of the Conjoint
analysis.