Next Alliance Webinar Gender of producer and wine perceived quality

Join the next Alliance for Research on Wine & Hospitality Management Webinar on May 27th 2021, 2:00 pm – 3:00 pm (CET)

Speaker

Florine Livat, KEDGE BS

Title

“Gender of producer and wine perceived quality: Results from a randomized online experiment”

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Click on the following link to join the meeting

Date

May 27th 2021, 2:00 pm – 3:00 pm (CET)

Contact

Olivier Gergaud

Abstract

In this article, we investigate within-job discrimination, examining how consumers perceive the quality of products manufactured by females in an industry “dominated” by a vast majority of males. The wine industry exhibits such pattern of patriarchal and even patrilineal control with only about 10% of the lead winemakers in California’s 4,000-plus wineries being female. In France, women outnumber men in viticulture and enology programs, representing sometimes 60% of a cohort, while later in the career, the gender imbalance is obvious. Thanks to original survey data obtained from 1,500 French and Belgian wine consumers, we assess how the information about the gender of the winemaker affects the way consumers evaluate a wine. In a set of ancillary regressions, we analyze the extent to which survey participants are open to gender diversity in the wine industry.
The respondents’ gender information alone does not trigger any significant difference when survey participants judge a wine. However, some significant differences arise when the gender information is interacted with opinions about the importance of gender issues in Society. In particular, consumers (males and females) who declare themselves open to progressive ideas in the matter give higher scores to wines made by female winemakers than participants who are not mindful about gender discrimination. Openness to gender diversity in the wine industry increases with wine knowledge and wine consumption. Interestingly enough, consumption of sustainable wines is also associated with higher openness levels..
 
Keywords: Wine, gender studies, randomized experiment
 
Discussant: TBD 

Organization: Participants can ask questions during or at the end of the talk:
 
1.    During the talk, the moderator will be handling questions :
If you would like to ask a question you can use Teams "raise hand" feature.
Alternatively, you can submit questions during the talk by using the chat feature available on Teams.
2.    At the end of the talk (Q&A session) :
At the end of the talk, there will be a short Q&A session. 
You can use Teams "raise hand" feature to indicate that you would like to ask a question once the Q&A session starts.

 

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