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This study explored the view that distributors have towards the most valued wine attributes by consumers in the US market, applying the discrete choice experiments technique. Furthermore, to explore the extent to which the distributors’ perspective may reflect consumers’ preferences, the results are analyzed considering previous evidence with consumers in the same market. The results from a scaled multinomial logit, mixed logit and generalized logit models reveal similarities with consumer studies’ findings, especially for the influence of medals/awards, the origin of the wine, grape variety, and price, and it also identifies possible trends in the market. This evidence suggests that data collected using the knowledge and experience of wine distributors generates valuable information through a smaller sample at a lower cost than through applying consumer surveys, which is relevant in large markets with a higher number of consumers.

Wine quality perception involves both intrinsic and extrinsic attributes and is related to consumer liking and acceptability of a product. The main purpose of this paper is to evaluate the actual role of the region of origin cue on the experienced, expected, and perceived quality of wine, as well as on the discrepancies between them. Using an experimental design set up, real tasting sessions were applied to elicit consumer quality perception in three different information conditions: (1) blind tasting (2) labelled tasting (region informed evaluation); and (3) wine tasting under full information. In total, 136 wine consumers stated their preferences through liking score. The results from the assimilation-contrast framework show that region of origin affects the experienced, expected, and perceived quality, as well as the agreement between them. Thus, the region of origin may offer a good predictive value of the product, increasing the consumer expectations. These results have important implications for producers as they demonstrate that the region of origin may be used as a brand.

This article presents an international comparison of the main determinants of wine prices in specialist online wine shops. Hedonic price functions were estimated for 9624 wines spread among four datasets from France, Italy, Germany and Australia. To explain price variation data was collected on wine classification, closure type, wine origin, medals or awards, vintage, alcohol content, color, and grape variety. Results from quantile regression models show that the wine vintage is a common price driver in all markets and quantiles. A quite similar effect was found for alcohol content. In terms of color, the implicit prices for red and white wines are also structurally different between countries, particularly in origin, blend, closure, awards and age. Thus, the markets should be assumed as heterogeneous, and the extrapolation of the results from one market to another may lead to erroneous management decisions.

The purpose of this paper is to examine the effect of the region of origin on wine consumers’ preferences and willingness to pay for wine together with other determinants, using an incentive compat...

The wine industry is an example of how globalisation is reshaping the market structure, on both sides. The supply side has registered an increase in competition, as a result of new entrants. On the...

This article addresses the question of the stability of preferences over-time for preserving the attributes of the Alto Douro Wine Region, a cultural landscape world heritage site. A test–retest choice experiment is conducted with a broader time period of a five-year lag. Distinctly from the majority test–retest choice experiments, that assume scale homogeneity across respondents, a particular form of the generalised mixed logit model is applied to capture both scale heterogeneity for a pooled data set and data-specific scale heterogeneity effects. The results suggest the presence of a structural change between the two periods, indicating that the policy decision makers should be aware of the influence of external shocks on consumers’ preferences and on their willingness to pay for cultural heritage.

The purpose of this study is to explore the Russian and Chinese emerging markets for imported wines, by assessing Beijing and Moscow consumer demand for different attributes. This study employs the...

A growing number of studies employing discrete choice experiments provides evidence that respondents ignore some attributes while making a choice, thus violating preference structure assumptions. Using a discrete choice experiment, we explore consumers preferences for wine. A greater understanding of the choice process accounting for attribute non-attendance may contribute to the definition of more accurate policy recommendations and market strategies. The result is checked in three different databases. This paper adds to the literature by contrasting the stated and inferred modelling approaches accounting for attribute non-attendance. The main contributions of the paper are (1) to compare the respondents stated non-attendance with probabilities inferred by the model, and explores the concordance between both methods; (2) examine the differences in model fit measures and willingness to pay values, adding as reference a standard model that assumes all attributes are attended. Results provide evidence of the presence of attribute non-attendance in all markets, the inferred approach reaching the best model fit. Few respondents behave in a fully compensatory manner, but a high proportion considers the price attribute, which is an important tip for marketers and wine firms. In addition, it is a key factor for the robust estimation of willingness to pay by attribute. Moreover, respondents overstate their levels of attendance and we found little concordance between both methods, in all datasets. The willingness to pay measures are lower in the inferred approach, while the estimates from the mixed logit model are found to be more congruent with those from the standard model.

Purpose The purpose of this paper is to analyze the existence and influence of gender effects on wine choice, specifically whether women and men seek the same cues in wine labelling. Design/methodology/approach Five focus groups, involving 45 regular wine consumers (22 women and 23 men) from four Portuguese wine regions of origin, were conducted. Sessions included two projective techniques. To gather more information, participants were asked to fill a short questionnaire, relating purchasing and consumption habits, knowledge and socioeconomic characteristics. Qualitative data were transcribed verbatim and content analysis was used. Findings Women frequently associate wine to the context of consumption; while men frequently associate wine to convivial and sensorial pleasure. Region of origin and prior knowledge experience seem to be the two main reasons for men to choose a wine; while, women seem to rely more on wine brand and previous experience. Front label information (region of origin, awards and region illustration) seems to be more important for women, while the back label descriptors (grape variety, world heritage site and wine history) are more relevant for men. The typography (font size) and information type were identified as negative aspects of the back label. Practical implications Understanding how men and women looking for information on a wine bottle can help marketers communicate with specific market segments. This paper provides insights to design marketing campaigns regarding product customization at the level of label information and design. Originality/value The present research contributes to current literature on wine consumer behaviour, exploring behavioural differences, perceptions and motivations by gender. In particular, the relevance of wine cues for choice decision is explored. The evidence of focus groups combined with projective techniques is complemented with data collected through a questionnaire.

Purpose The purpose of this paper is to analyse the impact of a World Heritage site (WHS) nomination as perceived by a specific group in a community, namely, the residents of the Alto Douro Wine Region. Design/methodology/approach The primary data were gathered through a face-to-face questionnaire, and the data analysis was performed using multivariate statistical methodologies (categorical principal components and cluster analysis) and the multinomial logit model. Findings Since the UNESCO nomination, the economic return was perceived as higher for almost half of the owners within the viticulture activity, for over half (56 per cent) within the tourism activity sector, and for 38 per cent in commerce. The general benefits mainly contributed to the residents’ positive view of the UNESCO’s classification. The viticulture activity negatively influences the perceived impact of listing on economic revenue. This is a very interesting and disturbing conclusion, since it suggests that not all grape-growers are feeling positive effects from the UNESCO nomination. Originality/value This paper contributes to the ongoing debate on the WHS perceived effects by local residents. Methodologically, the paper presents a more refined analysis compared to most existing studies. By performing group segmentation, the paper provides more generalised information on community perceptions, bringing forward detailed knowledge about the interests of distinct groups such as wine makers, residents employed in tourism industry and commerce.

This paper explores the role of unobserved heterogeneity using different approaches: mixed, scaled and the generalized mixed logit model, and the latent class model, applied to wine choice. Results show that preference heterogeneity appears to be more relevant than scale heterogeneity, and the model accounting for both performs best. This finding suggests that wine choice is complex, demanding a higher cognitive burden, which may lead to the use of simplification strategies when choosing. For the purpose of wine valuation, the latent class model gives useful insights for market segmentation.

Price is a core component of both wine firms’ and consumers’ decision-making and so there has been a lot of analysis of the determinants of wine price. Most of the research has used the hedonic price function and assumed that the wine market is homogeneous with respect to both distribution channel and price segments. In this paper, a hedonic price function is estimated using data from a specialist retailer and a large supermarket, i.e., retailers in two different consumer market segments, niche and mass market, respectively. We conclude that the wine market is heterogeneous, and the importance of the various price determinants differs between distribution channels and, in the case of the specialist retailer, throughout the conditional statistical distribution of the price. This result may help the wine companies to place themselves in the market value chain.

The wine market is very heterogeneous and complex, being the knowledge of the behaviour and attitudes of consumers a key tool to design efficient marketing plans, namely in countries that are traditionally wine producers and consumers, such as Portugal. In this country, Port wine is an economic and cultural icon, but, in the last decade, total sales have been decreasing. Despite this trend the domestic consumption has been gaining relevance and therefore a focus to reverse the negative cycle of total sales. The main goal of this paper is to analyse the profile and behaviour of domestic Port wine consumers, identifying homogeneous market segments. For this purpose, an online survey was applied and random sample of 678 Portuguese Port wine consumers was collected. Using multivariate statistical techniques, three profiles of purchasers/consumers emerged: experienced, less experienced and inexperienced consumers. This segmentation shows that Port wine consumers can be grouped according to their involvement with the product, consumption occasion and price they are willing to pay. In addition to the academic contribution of wine market segmentation, the paper provides useful insights to be used in designing marketing plans, both by institutional stakeholders and wineries.

PurposeThe purpose of this paper is to empirically examine the macroeconomic determinants of Port wine exports, taking into account the diversity and various quality levels associated with this product.Design/methodology/approachPort wine is a fortified wine only produced in Portugal. In the period 2006-2014, an extended gravity model is applied to data on the exports of the top 20 importing countries, accounting for 94 per cent of total exports. The authors base their empirical strategy on the Hausman–Taylor estimator (1971), overcoming endogeneity and accounting for time invariant variables. They estimate the impact of several factors on the total trade of Port wine, namely: gross domestic product (GDP), GDP per capita, tariffs, exchange rates, distance from original supplier, mutual language familiarity, landlockedness, wine consumption per capita and presence of Portuguese emigrants, all measured in volume and value terms, and for each of the four categories (Standard, High Standard, Vintage and Aged).FindingsThe findings show that the quantity and value of total Port wine exports are positively determined by overall GDP per capita, the presence of a Portuguese emigrant community (which implies that to some degree a common language and culture are shared), while exports are negatively influenced by landlockedness. In contrast to the traditional gravity model, distance from the source of supply does not appear to be a significant determinant, a fact explained by the specific and singular nature of Port wine and by the long tradition of this product in international markets. In addition, the results revealed specific determinants for specific product categories – such as GDP for aged Port and wine consumption per capita for high standard, vintage and aged Port, suggesting that Portugal needs to increase its exports of high-quality Port wine to markets that exhibit a tendency towards increased wine consumption per capita and are coming to be considered large and fast-growing economies.Originality/valueThis paper extends the literature, by respecifying the typical gravity model for aggregate goods to permit the analysis of wine exports. There has been relatively little application of this model to assess the determinants of the wine trade, and when it has been used, generally it has been in studies focusing on aggregate wine trade between countries. This paper seeks to fill this gap by focusing on the determinants of exports of a specific wine – Port wine, which is an internationally recognised product, with a clear internal product differentiation according to distinct quality levels – and in this regard provides new insights into the international patterns of trade in wine.

Despite the often mentioned environmental benefits associated with transition from fossil fuels to renewable energy sources, their use for electricity production has non-negligible negative environmental impacts. The most commonly mentioned in surveys concern different types of landscape impacts, impacts on the fauna and flora, and noise. These impacts differ by size and location of plants, and by source of energy, rendering the policy decision complex. In addition, there are other welfare issues to take into consideration, as positive and negative environmental impacts are not evenly distributed among population groups. This paper proposes to compare the welfare impacts of renewable energy sources controlling for the type of renewable as well as the specific environmental impact by source. To this end, two discrete-choice experiments are designed and applied to a national sample of the Portuguese population. In one case, only individual negative impacts of renewables are used, and in another case, the negative impacts interact with a specific source. Results show the robustness of discrete-choice experiments as a method to estimate the welfare change induced by the impacts of renewable energy sources. Overall, respondents are willing to pay to reduce the environmental impacts, thus making compensation for local impacts feasible. Moreover, the estimations reveal that respondents are significantly sensitive to the detrimental environmental effects of specific renewable energy sources, being willing to pay more to use these sources of energy relative to others.

The agronomical, cultural, and historical importance of local varieties and the need of structured preservation of genetic resources have been widely recognized at both political and scientific lev...

The use of experimental methods to determine consumers' willingness to pay for "quality" food has been gaining importance in scientific research. In most of the empirical literature on this issue the experimental design starts with blind tasting, after which information is introduced. It is assumed that this approach allows consumers to elicit the real value that they attach to each of the features added through specific information. In this paper, the starting hypothesis is that this technique overestimates the weight of the features introduced by information in consumers' willingness to pay when compared to a real market situation, in which consumers are confronted with all the information at once. The data obtained through contingent valuation in an in-store setting was used to estimate a hedonic model aiming at assessing consumers' willingness to pay (WTP) for the feature "geographical origin of the variety" of pears and apples in different information scenarios: i) blind tasting followed by extrinsic information and ii) full information provided at once. The results show that, in fact, features are more valued when gradually added to background information than when consumers receive all the information from the beginning., This work was supported by the Portuguese Science and Technology Foundation [PTDC/EGE-ECO/114091/2009 - The use of experimental economics methods in the assessment of consumer willingness to pay for traditional varieties of fruits and vegetables]., info:eu-repo/semantics/publishedVersion

Renewable energy sources for electricity generation are unequivocally more environmentally friendly than the traditional sources, but are not impact-free. Given the potential for solar photovoltaic energy to contribute to the energy mix in some countries, it is timely to carefully consider the potential environmental costs of operation of photovoltaic farms, which are experienced by the local population, while the general benefits accrue to all. We apply the contingent valuation method to a sample of local residents close to three selected photovoltaic farms in Portugal. Also, we design a discrete choice experiment to elicit the valuation of specific adverse impacts of electricity generation through photovoltaic energy by national residents. Our results show that the value elicited in the vicinity of the photovoltaic farms is non-negligible. On the other hand, national residents ponder the trade-offs implied by the choice sets and value positively the different adverse local impacts. Both of these estimates, in conjunction or independently, can be used to fully account for this often neglected cost of solar energy. Furthermore, we argue that when studying the public acceptance of renewables, using stated preference methods explicitly presents the trade-offs between negative impacts and costs, contributing to more realistic portrayal of public opinion., The authors gratefully acknowledge the financial support from PTDC/EGE-ECO/122402/2010., info:eu-repo/semantics/publishedVersion

A growing number of studies have sought to understand the effects that rules and heuristics might have on discrete choice models’ outputs, especially the impacts on willingness to pay measures. This paper presents a methodological approach to explore all possible strategies that respondents might use when making a choice of wine. Our results show that accounting for attribute non-attendance, that occurs when individuals ignore some product/service attributes in the choice process, improves the goodness-of-fit of models and their predictive capability. The inferred attendance approach developed in this article discloses that a minority of respondents considers all attributes and there is a multitude of attribute attendance possibilities that the researcher should search for. The use of heuristics by wine consumers highlights one implication of this research. Wineries should develop more appropriate communication strategies for consumers, especially with regard to the information provided on the labels. Additionally, it provides evidence that ignoring attribute non-attendance leads to overestimates of welfare measures.

International audience; The main goal of this research is to contribute to a better understanding of the purchasing and consumption behaviour of Port wine in Portugal. More specifically, the study identifies homogeneous groups of buyers and consumers of Port wine, according to the motivations/attitudes in purchase process of wine. With this aim, an online survey was used, resulting in 678 usable responses. Multiple correspondence analysis revealed two dimensions: involvement with the product and purchase factors. These dimensions established three profiles of buyers/consumers that were grouped into three clusters: Experienced, Less-experienced and Inexperienced consumers. Results show that there are significant differences between the various clusters, particularly among the groups of individuals designated as Experienced and Inexperienced, which are distinct from each other by age, oenological knowledge and type of Port wine consumed. Wine companies should take into account the behaviour of these groups in the design of their marketing strategies.

Cruises on the Portuguese Douro river have been growing at a much faster pace than overall outbound tourism to Portugal, suggesting that the river is part of a worldwide trend that has been organized by global cruise operators. A gravity model is used to analyse the main factors affecting the international demand for Douro river cruising over the period from 2007 to 2014. The numbers of international passengers are positively determined by income per capita of origin country and by the population size of the leading countries of outbound tourism to Portugal.

Demanding EU targets for renewables create challenges for governmental decisions regarding energy sources and plant sitting. In this study we explore perceptions of the Portuguese general population regarding renewable energy power plants. In particular we study how these are affected by dimensions such as home distance to the power plant and its visibility, familiarity with the different energy sources, involvement in terms of employment, and socioeconomic characteristics. We find considerable differences in perception depending on familiarity and involvement with energy sources, environmental friendliness, and specific environmental impacts. Assessment of public perceptions of renewables should thus include these different dimensions., The authors gratefully acknowledge the financial support from FCT Fundacao para a Ciencia e Tecnologia with Grant Number PTDC/EGE-ECO/122402/2010.

As a renewable energy source, the use of forest biomass for electricity generation is advantageous in comparison with fossil fuels; however, the activity of forest biomass power plants causes adverse impacts, affecting particularly neighbouring communities. The main objective of this study is to estimate the effects of the activity of forest biomass power plants on the welfare of two groups of stakeholders, namely local residents and the general population. To this end, we apply two stated preference methods: contingent valuation and discrete choice experiments, respectively. The former method was applied to estimate the minimum compensation residents of neighbouring communities of two forest biomass power plants in Portugal would be willing to accept. The latter method was applied among the general population to estimate their willingness to pay to avoid specific environmental impacts. The results show that the presence of the selected facilities affects individuals’ well-being. On the other hand, in the discrete choice experiments conducted among the general population all impacts considered were valued, in particular odour and fauna and flora impacts. The results of this study stress the importance of performing an equity analysis of the welfare effects on different groups of stakeholders from the installation of forest biomass power plants, as their effects on welfare are location and impact specific. Policy makers should take into account the views of all stakeholders either directly or indirectly involved when deciding crucial issues regarding the sitting of new forest biomass power plants, in order to achieve an efficient and equitable outcome, The authors gratefully acknowledge the financial support from FCT Fundação para a Ciência e Tecnologia with Grant Number PTDC/EGE-ECO/122402/2010.

Article in press; "Available online 20 May 2016", Sustainability is frequently defined by its three pillars: environmental, economic and social. Consequently the evaluation of the sustainability of a decision, public or private, requires information on these three dimensions. This paper focuses on social sustainability. In the context of renewable energy sources, the consideration of social sustainability requires the analysis of not only the efficiency but also the equity of the welfare impacts, including spatially differentiated impacts. The present paper proposes and applies a methodology to generate the information necessary to conduct a more complete welfare analysis of the social sustainability of renewable energy production facilities, so that equity considerations are treated alongside efficiency issues. The analysis focuses on the case of investments in renewable energy electricity production facilities, where the impacts on local residents’ welfare are often significantly different from the welfare effects on the general population. We apply the contingent valuation method to specific facilities across the different renewable energy sources in operation in Portugal and conclude that local residents acknowledge the damage sustained differently depending on the type, location and operation of the facilities. The results from these case studies attest to the need of acknowledging and quantifying the negative impacts on local communities so as to be able to assess the social sustainability of renewable energy projects, alongside the two other pillars of sustainability., The authors gratefully acknowledge the financial support from FCT Fundacao para a Ciencia e Tecnologia with grant number PTDC/EGE-ECO/122402/2010.

The Demarcated Douro Region is one of the oldest demarcated wine regions, and the largest and the most heterogeneous mountainous wine region in the world. Viticulture covers 44,000ha, and since 2001 an area covering 24,600ha has been designated as the most representative territory of the Demarcated Douro Region, the Alto Douro Wine Region. This region is included in the list of World Heritage Sites as an evolving and living cultural landscape. The Demarcated Douro Region fits the terroir model, as its economy is based on wine (Porto wine and Douro still wines), supplemented by tourism. During recent decades, both activities have witnessed deep and structural changes, with consequences for the maintenance of the traditional characteristics of the cultural landscape that drove the UNESCO classification. With this issue in mind, the goal of this paper is to describe the recent evolution of the main economic activities of the Demarcated Douro Region. In particular, we aim to deepen the knowledge about the preferences of Portuguese visitors towards the Alto Douro Wine Region and its attributes, thus determining those that deserve preservation and, consequently, public attention. The results of a mixed logit model show that visitors assign highest utility to the preservation of vineyards supported by schist walls, followed by the agglomerations and the characteristic mosaic nature of the landscape. Additionally, respondents who are richer, employed, better educated, better informed regarding the culture of the site and more influenced by the listing are more willing to participate in preserving the cultural heritage of the region.

In Press, corrected proof. Available online 13 February 2013, UNESCO world cultural heritage sites, in particular landscapes, impose several land use restrictions and consequently impact the welfare of various stakeholders. As the preservation of the denomination implies costs, it is of utmost importance to identify and value stakeholders’ preferences. This paper applies discrete choice experiments to the Alto Douro Wine Region, classified by UNESCO as world heritage site. The results suggest a clear hierarchy of attributes. In addition, the introduction of both socioeconomic variables and interaction terms provides useful insights on systematic heterogeneity of preferences with interesting directions for heritage safeguarding., Fundação para a Ciência e Tecnologia (FCT)

In the context of public amenities, whose benefits of preservation are not totally reflected by the market, the valuation of cultural heritage has given primacy to the contingent valuation method, with very few attempts being made to valuation via the discrete choice experiments technique (DCE). In the present paper, from among the various phases of the DCE conception, particular emphasis is given to the way in which the attributes levels are combined into alternatives and how they are allocated into choice sets (experimental design step). In order to configure hypothetical scenarios relating to the conservation of a World Heritage cultural landscape, this paper applies both the experimental design strategies identified in the literature review as commonly applied in DCE to value cultural items, as well as D-optimal processes, which proved to be advantageous both in terms of statistical efficiency and in the information required (number of choice sets)., Fundação para a Ciência e a Tecnologia

O Alto Douro Vinhateiro (ADV) foi classifi cado pela UNESCO, em 2001, como paisagem cultural evolutiva viva. Além da diversidade física e paisagística, há uma multiplicidade de actores que intervêm no ADV possíveis de defi nir a três níveis: instrumentos e organismos públicos, ao nível da gestão do território; direitos de propriedade e responsabilidade da gestão, ao nível patrimonial; e stakeholders, quanto aos efeitos da preservação. Neste trabalho, pretende-se defi nir os atributos a considerar num programa de salvaguarda do ADV, tendo por base evidências sugeridas num estudo prévio, nos resultados de um pré-teste e em discussões públicas e reuniões com peritos. Da investigação efectuada resulta que os atributos a considerar são: (a) vinha em socalcos com muros de xisto; (b) mosaico paisagístico (diversidade de culturas vegetais), incluindo bordaduras; (c) aglomerados urbanos; (d) disposição a pagar expressa num preço.. The Alto Douro Wine Region (ADW) was listed by UNESCO in 2001 as a living and evolving cultural landscape. Besides the physical diversity of the landscape, there is a multiplicity of actors involved in ADW preservation defi ned at three levels: i) instruments and public entities (in terms of land management); ii) property rights defi nition and liability management (asset level); and iii) stakeholders (as regard the preservation effects). In this paper, we defi ne the relevant attributes to formulate a program to preserve and safeguard the ADW, based on the evidence suggested in a previous study, on the results of a pretest and using information from public discussions and meetings with experts. The research carried out shows that the attributes to consider are: (a) terraced vineyards supported by schist walls, (b) landscape mosaic with agricultural diversity, including plots planted with and bordered by traditional crops, (c) traditional agglomerations and built heritage and, (d) a price, expressed by an annual tax increase per household.

Despite their well-known benefits in electricity production, dams are also responsible for some adverse environmental impacts affecting particularly the wellbeing of residents of the local communities. These environmental damages have not been included in the cost-benefit analysis of hydropower developments mainly because of the difficulty to determine their value. The prime objective of this paper is to measure the economic values of several environmental impacts due to the dams’ activity in Portugal, using a discrete choice experiments approach. With the results of this research paper, we expect to contribute to a more efficient and thorough cost-benefit analysis within the complex process of deciding the optimal location of future dams to be built not only in Portugal, but elsewhere. The addition of this stage to the decision-making process allows the integration of economic, social and environmental dimensions, promoting a richer and more informed decision process, Financial support from PTDC/EGE-ECO/122402/2010 is greatly appreciated.

Since the discovery of the so-called ‘French paradox’ by Renaud & de Lorgeril, M. (1992), a diet of high fat and cholesterol intake along with red wine that does not negatively impact health, such as cardiovascular risks, medical surveys found more positive relations of wine and health and more biochemical substances with positive effects on human health (Anekonda 2016 ; Golderg . The positive effects include blood pressure, cholesterol levels, blood lipids, diabetes, obesity regulation, prevention of atherosclerosis, cardiovascular disease, anti-inflammatory and antitumor effects. In addition to the positive impact on physical health, evidence exist on positive impacts of phenolic compounds (stilbenes, especially resveratrol) on mental health regarding protecting neuronal cells from damage, preventing the development of neurodegenerative diseases, treating depression, improving cognitive function, and increasing memory (Ares et al., 2015 ; Diener et al., 1999 ; Guilemin et al., 2016). The positive psychological responses of humans caused by moderate wine consumption respond to a positive sense psychological well-being, fewer or no symptoms of depression, and a higher level of positive affects and lower negative affects. During the scientific project “Vinum Sanum” several research questions were set and hypothesis upon whom surveys were conducted. The surveys included questions about human behaviour towards wine, medical aspects of wine consumption, comparison of consumers and non-consumers perceptions about health attributes of wine. The study was carried out in accordance with the Declaration of Helsinki developed by the World Medical Association and was approved by the Ethics Committee of the Clinical Hospital Center Rijeka (Croatia).The purpose of the study presented in this article was to show how wine consumers perceive wine and how it affects their psychological state. The main objective of this survey was to provide evidence about moderate wine consumption of Malvazija istarska on human health, the possible positive effects of wine consumption on psychological well-being and to detect positive perceptions towards wine. The objective was achieved by testing participants during a period of six weeks of moderate wine consumption of autochthonous Croatian grapevine variety Malvazija istarska (Vitis vinifera L.) produced in Istria county. The data were collected from wine consumers at two time points (in June and July 2019) before and after wine consumption with a self-completed questionnaire that was administered by trained researchers. Two questionnaires were used, one to measure the psychological response of the influence of moderate wine consumption and one to measure the perception of wine and its health attributes. Variables were measured with the Likert scale (1-5 for wine attributes and 1-10 for psychological affects). For data processing descriptive analysis (M, SD), and factor analysis were used. Results indicate the awareness of positive health aspects of wine consumption, connected to the positive effects of wine on cardiovascular health (namely, heart, blood vessels health and levels of blood cholesterol). Wine was perceived as a natural and healthy beverage, in a positive sense with its relaxation, hedonistic effects and quality attributes (ageing/vintage, terroir, micro region/vineyards). The psychological affects/subjective well-being included negative stress affects (being nervous, anxious and under pressure) that were explained by everyday pressures of work and family obligations. The construct of negative affects was separate from the positive affects expressed with feelings of happiness, emotional stability and positive general well-being feelings. The obtained results about positive effects of moderate wine consumption may be useful for other researchers in medical branches who question if moderate wine consumption has positive of negative effects on human health, and may serve in current discussions at the World Health Organization on wine and health.