Drivers of high-involvement consumers' intention to buy pdo wines: Valpolicella pdo case study

This study investigates whether different sensory profiles of wines belonging to the same Protected Designation of Origin (PDO) are perceived as different products by consumers. It identifies the drivers of consumers' intention to buy preferred wines. Descriptive sensory analysis, consumer tests and consumer interviews were conducted to reach research aims. To perform the consumer tests and interviews, 443 consumers participated in the survey. The tasted wines comprised five samples representative of Valpolicella PDO wine. Analysis of variance (ANOVA) tests, principal component analysis (PCA) and linear and logit regressions were employed to verify the research hypotheses.