Quality perception and willingness to pay: The case of red wine with health-beneficial effects

This paper attempts to identify consumers’ preferences toward red wine quality cues and willingness pay (WTP) for with health-beneficial effects, thus clarifying the complex process of purchasing habits patterns. The data were analyzed using structural equation modeling. findings from a case study conducted in Serbia show that consumer health-effect consciousness household income are significant predictors their WTP. On other hand, health-conscious consumers more inclined intrinsic cues, while those who willing higher price bottle prone extrinsic cues.