Sustainability in the wine sector: An empirical analysis of the level of awareness and perception among the Italian consumers
ISSN: 0007-070X
Article publication date: 6 November 2019
Issue publication date: 23 June 2020
Abstract
Purpose
The purpose of this paper is to analyse the level of awareness of the topic of sustainability among Italian consumers in the wine sector and their perception – that is, what does it mean to consumers – of this issue.
Design/methodology/approach
This paper develops a quali-quantitative study on a random sample of Vivino reviews analysed through content analysis.
Findings
Awareness of topic of sustainability among Italian wine consumers is currently low, although it is increasing. It is not among the main factors that influence the choice of wine among Italian consumers, who are still mainly attracted by organoleptic properties and characteristics linked to the terroir concept.
Research limitations/implications
The research utilises a random sample, and the analysis is limited to the perception of consumers using online word of mouth (WOM).
Practical implications
To develop a long-term perspective on sustainability in the wine sector, it is necessary to have the courage to make a distinction between sustainability and short-term commercial performance. In addition, a cultural change in wine consumers is necessary and requires a willingness to pay a premium price for sustainable products.
Originality/value
Research on the awareness and perception of Italian wine consumers diffused by online WOM through communities such as Vivino has not yet been carried out.
Keywords
Acknowledgements
Sustainability in the wine sector. An empirical analysis of the level of awareness and perception among the Italian consumers.
The paper is the result of the joint work of the authors. In the editing phase Piero Mastroberardino oversaw sections 1 and 6, Giuseppe Calabrese oversaw sections 3.2, 4.2, 5, 5.1, and 8, Flora Cortese oversaw sections 2, 4, 4.1, 5.2, and 5.3, and Miriam Petracca oversaw sections 3, 3.1, 4.3, 5.4, and 7.
Citation
Mastroberardino, P., Calabrese, G., Cortese, F. and Petracca, M. (2020), "Sustainability in the wine sector: An empirical analysis of the level of awareness and perception among the Italian consumers", British Food Journal, Vol. 122 No. 8, pp. 2497-2511. https://doi.org/10.1108/BFJ-07-2019-0475
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited