Summary statistics from the consumer survey regarding strategies used for adapting winegrape production to temperature extremes (n = 303).
| Variable | Share/Average |
|---|---|
| Male | 45% |
| Education | |
| High school | 10% |
| Some college | 30% |
| College grad | 46% |
| Post graduate | 14% |
| Household Income | |
| Under $40K | 22% |
| $40K-60K | 19% |
| $60K-80K | 16% |
| $80K-100K | 9% |
| $100K+ | 33% |
| Age | |
| 21-29 | 38% |
| 30-39 | 37% |
| 40-49 | 15% |
| 50-59 | 7% |
| 60+ | 4% |
| Region | |
| Northeast | 21% |
| Southeast | 26% |
| Midwest | 26% |
| West | 25% |
| Primary shopper | 84% |
| Primary preparation | 76% |
| Consider environment | 60% |
| Consider labels | 87% |
| Wine purchase frequency | |
| Weekly | 10% |
| Monthly | 35% |
| Quarterly | 31% |
| Yearly | 16% |
| Never | 7% |
| Quiz: Which cultivar is not used to make a red wine? | |
| Pinot gris | 63% |
| Malbec | 11% |
| Pinot noir | 6% |
| Syrah | 20% |
| Mean willingness-to-pay by treatment ($/750 mL) | |
| Cabernet Sauvignon-Napa County (C1) | 24.53 (24.93)a |
| Technology treatment (T1) | 28.35 (38.42) |
| Carignane-Napa County (C2) | 23.18 (26.10) |
| New cultivar treatment (T2) | 26.25 (38.14) |
| Cabernet Sauvignon-Lake County (C3) | 22.14 (24.97) |
| New region treatment (T3) | 24.71 (29.50) |
↵aStandard deviations are shown in parentheses.