L'effet des caractà©ristiques du territoire et du paysage sur les dà©cisions d'achat du prosecco : une expà©rience de choix

The Ministerial Decree of 17 July 2009 amended the specification of the production of Prosecco. Between the main innovations of the decree, there is the introduction of the Denomination of Controlled and Guaranteed Origin (DOCG) for the historic production area of Prosecco, which is located between the towns of Conegliano and Valdobbiadene. The extension of the DOC area production is the second one, and now encompass the provinces of Belluno, Padua, Treviso, Venice and Vicenza in the Veneto and those Gorizia, Pordenone, Trieste and Udine in the region of Friuli Venezia Giulia. The new disciplinary was created in order to protect the production of Prosecco against counterfeits which are becoming more common on the market. The goal of our research is to develop a study to determine if and how extent the characteristics of the territory and the landscape can become tools for the valuation of the typicality of wine production, with particular reference to the production of Prosecco. The recent expansion of the area production of Prosecco DOC has set new challenges for wine producers that operate in the area that was previously the DOC of Conegliano Valdobbiadene Prosecco, became a DOCG area. The idea we have is to check if the market is able to recognize the characteristics of the wines produced in the DOCG and if they will keep the golden place they had already acquired on the market. In this regard, we have identified some typical elements of DOCG, and we tried to see using Discrete Choice Experiment whether they can be used as marketing tools or in other words, if these characteristics can allow companies of the hilly area oh this region to acquire the market power. In this context, a special questionnaire was built to conduct interviews, and these allowed us to collect informations related to the consumption of wine in general and those of Prosecco in particular. Socio-economics informations where also collected in order to better characterise the sample of respondents. Using a sample of 556 interviews, research allowed us to understand how some intrinsic attributes (using of local grapes biotypes) and extrinsic (landscape protection, traceability, belonging to the DOCG production area), are be able to influence the purchase consumers behaviour. In particular, producers of the hilly area should use grapes from local biotypes, ensure accurate traceability, and promote the conservation of traditional vineyard landscapes in order to increase the propensity to buy Prosecco DOCG wines. In addition, it is necessary that the Consortium for the Protection of Prosecco DOCG should implement targeted marketing strategies to promote the meaning of Acronym DOCG, and those that will try to highlight the differences between the Prosecco DOC and DOCG.