Florine Livat, KEDGE BS
“Gender of producer and wine perceived quality: Results from a randomized online experiment”
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May 27th 2021, 2:00 pm – 3:00 pm (CET)
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
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