L’utilisation de l'expérience de choix discret pour analyser l'effet du marché du Prosecco vin d’Appellation d’Origine Garantie et Protégée: une étude exploratoire

The organization of the Prosecco wine market has been drastically modified by the Ministerial Decree of 17th July 2009. The Protected Designation of Origin area (PDO) was extended and now encompasses nine provinces belonging to Veneto and Friuli Venezia Giulia. The designation of historical area was changed from PDO to PGDO (Protected and Guaranteed Designation of Origin). The wine grower of the historical PDO will benefit of the eliminations of unfair competition. But the increase of the supply of the PDO wine might reduce prices and income of the producers of the historical PDO area. This will not happen if the consumers will be willing to pay a premium price for the PGDO wine. The aim of this study is to verify if the consumers are able to distinguish difference between PDO and PGDO and if a designation can influence their buying behavior. To this aim a discrete choice experiment was carried out in 2011. The attributes considered in the experiment are: production area (PGDO, PDO and other); historical vineyard landscape protection (yes or no); traceability (yes or no), utilization of grapes coming from local biotypes (prevailing, partial or absent), price (3, 5, 10 € per bottle). Using a latent class approach different market segment has been highlighted. It is possible to state that the factors more affecting the purchase propensity are the use of local biotypes, the traceability and the landscape preservation. Production in the PDO or PGDO areas, while having generally a positive effect on the purchase propensity, seems to be less important than the other elements considered. However it is necessary to take into account that the respondents represent of only a small fraction (about 30%) of the whole market of the Prosecco wine.