Agricultural and Resource Economics Commons^™

Influence Of Wine Health Benefit Knowledge And Prior Health Concerns On A Consumer's Willingness To Purchase Wine, Erica Llanos

Agribusiness

With the substantial increase in demand for wine, enhanced knowledge of consumers’ preferences for wine can help give wineries an opportunity to improve sales and bring in new marketing techniques. Over the past several years, the demand for functional food and beverages have increased, which is why promoting the beneficial aspects of red wine when consumed, can be a marketing tool that sets a winery apart from its competitors. This study used over 200 survey responses of individuals located throughout the U.S. in order to determine further information about wine health benefit knowledge in relation to the willingness of consumers …