Consumers' concerns about the environmental impacts of food production have been increasing over the last years, and several certification systems for environment-friendly…
Consumers' concerns about the environmental impacts of food production have been increasing over the last years, and several certification systems for environment-friendly food products have been created. This research investigates wine consumers' preferences for a certification that guarantees the use of agricultural practices that better protect the biodiversity in the vineyard during the production of grapes.
Using a choice experiment, we investigate consumer preferences and willingness to pay for biodiversity-friendly wines on a sample of 334 wine consumers. The experiment was carried out by direct interviews at a wine-tasting event in an Italian winery located in the Franciacorta area, in northern Italy. A between-subject design and two different questionnaires were used, one presenting the Brut bottle and one the Satén bottle.
Estimates from a mixed logit model reveal that consumers are generally willing to pay a higher price for biodiversity-friendly wines, but they have stronger preferences for organic certification and quality indications. When consumers perceive a specific product as having high quality, i.e. Satèn, they might be less willing to pay for further environment-friendly certifications. Moreover, preferences depend on sociodemographic and attitudinal variables such as gender, wine consumption frequency, wine education and knowledge degree of the labels.
This paper broadens the knowledge about consumer preferences and willingness to pay for biodiversity-friendly wines, focusing on a specific market segment of Italian sparkling wines.
This paper aims to investigate, using an exploratory approach, how environmental values and beliefs about sustainable labelling shape consumer attitude towards sustainable…
This paper aims to investigate, using an exploratory approach, how environmental values and beliefs about sustainable labelling shape consumer attitude towards sustainable wine.
Data were collected with an online survey from 495 Italian wine drinkers in 2013. The survey was advertised through websites, blogs, social networks and emails. Based on background research and literature review, ten hypotheses were tested. Then a structural equation model was constructed using latent variables to test the causal links specified in the model.
The results show that attitude towards sustainable-labelled wine is shaped by both environmental and quality beliefs about sustainable wine, while it is not affected by the economic dimension of sustainability. In addition, age appears to have a slight effect on attitude because young consumers seem to be more interested in sustainability aspects of food products than older people are.
The paper suggests that company communication strategies should focus on sustainable issues to meet the requirements of environmentally conscious consumers. At the same time, sustainable certification on wine labels may help wineries to become more competitive using verifiable sustainable claims to differentiate their products.
The work adds to the literature on wine marketing by evaluating which variables influence consumer attitude towards sustainable-labelled wine and, at the same time, to what extent sustainable aspects are important during wine purchase.