SHORT FOOD SUPPLY CHAIN AND LOCALLY PRODUCED WINES: FACTORS AFFECTING CONSUMER BEHAVIOR

This study explores a short food supply chain by analyzing direct sales of locally produced wine in Italy. The paper discusses the main factors influencing the purchase of locally produced wine through econometric analysis of a sample of Italian consumers using a binary logit model. The results reveal the profile of wine consumers who buy directly from wine producers including their attitudes and preferences. The findings provide important insight to managers and policy makers in terms of marketing and policy development.