Il ruolo del design dell'etichetta dei vini nel modificare le preferenze dei consumatori

This study examines the link between consumer preferences and habits with different styles of wine labels. The wine industry is a highly competitive market where differentiation is key to capturing consumer attention and sustaining brand loyalty. Wine labels, as a critical extrinsic cue, play a pivotal role in influencing consumer perceptions and purchase decisions. The study investigates the impact of different label design styles—traditional, modern, and bold—on consumer preferences for red, white, and sparkling wines. The research explores how visual cues on wine labels shape preferences and purchase likelihood. The study also examines the effects of sociodemographic factors and wine knowledge on consumer choices. It was found that most participants were aged 25-34 (38.27%) and female (64.20%), with higher education levels. Wine consumption varied by type and occasion, with red wine preferred at meals outside the home, white wine at casual gatherings, and sparkling wine at special events. Most participants reported spending 10 to 20 € per bottle of wine, and wine knowledge was generally limited. Age and gender demographics did not significantly impact preferences. Label perception significantly influenced consumer preferences. Traditional labels were most associated with tradition (5.54), while bold labels were viewed as modern (4.92). A linear regression analysis showed that stronger alignment between a label’s style and perceived wine characteristic increased both liking (0.12 points, p = 0.042) and willingness to buy (0.15 points, p = 0.009). Traditional labels were the most liked, with purchasing intent highest when labels matched expectations. These findings highlight the importance of aligning label design with consumer perceptions to enhance appeal and sales. This study provides insights for winemakers and marketers, emphasizing the strategic role of label aesthetics in driving consumer engagement and maximizing price premiums in an evolving global wine market.