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Understanding the determinants that influence consumers' attitude to adopt sustainable diets represents an important area of research to promote sustainable food consumption. The aim of this study is to investigate how (1) the individual openness to new foods (ONFs), (2) the involvement in food trends (IFTs) and (3) the social media use (SMU) can potentially impact the attitude towards the adoption of a sustainable diet (ATSD).

The authors conducted a structured survey in eight countries: Italy, Germany, Poland, USA, Brazil, Japan, Korea and China. The final sample of 5,501 individuals was analysed applying a structural equation model.

The main results show that attitude towards the ATSD is influenced differently by the antecedents investigated in each country. In particular, the ONF positively influences the ATSD only in Italy, USA and Germany. IFT positively influences the ATSD only in Italy, Poland and USA, while negatively in Germany. SMU has a positive influence on the ATSD only in Japan, USA and Germany, while a negative one in Brazil and Korea.

This study presents a cross-country comparison about the antecedents of attitude towards the ATSD, thus providing evidence for the need of ad hoc marketing strategies by companies and policies by institutions at single country level.

The purpose of this paper is twofold: first, to explore the concept of consumers’ perception of sustainable wine and second, to investigate different clusters based on three factors identified (belief about environmental protection, beliefs about sustainable wine certification and attitude towards sustainable-labelled wine) and willingness to pay (WTP). Then, socio-demographic characteristics have been considered to assess whether group’s composition differ considerably.

After preliminary literature review and qualitative analysis through focus groups, data were collected with a web-based questionnaire from 495 Italian wine drinkers. Factor analysis and cluster analysis were carried out using SPSS (21.0) statistical software packages.

The cluster analysis based on the three factors identified confirms the presence of different segments of consumers. Four groups were identified and named: Well-disposed; Not interested; Skeptical; Adverse. Cluster analysis confirms that consumers with positive attitude towards sustainable wine and higher beliefs of environmental protection (Cluster 1 and 3) have higher WTP for sustainable wine.

One important limitation in the authors study occurred, considering that consumer’s answers in a hypothetical environment might not actually reflect the purchase behaviour of consumers in a real situation.

These findings suggest that companies, which are implementing sustainability programmes, should understand what type of consumers value positively the presence of a sustainable claim on the label of a bottle.

The work adds to the literature on wine marketing by evaluating how belief about environmental protection and sustainable wine certification, and attitude towards sustainable wine segment consumers in different groups. Eliciting WTP via hypothetical situation give us a better understanding of these clusters.

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.

The initial hypothesis of the exploratory paper lies in the fact that there exists a demand for healthier wines due to the higher presence of natural compound which potentially bring benefits to the consumer’s health. To satisfy this hypothesis, the research questions that paper tried to answer are the following: Do there exist a demand for naturally resveratrol-enhanced wine? What variables do influence the preference of consumers toward a naturally resveratrol-enhanced wine? As a consequence, the purpose of this paper is to explore what variables naturally influence resveratrol-enhanced wine consumption.

A structured questionnaire was administered through face-to-face interviews to a sample of 250 regular wine consumers which were randomly selected to achieve balanced socio-demographic characteristics. Subsequently, an econometric analysis was performed to estimate the effects that selected attributes, extrapolated from the literature, have on resveratrol-enriched wine consumption. With this aim, a logistic regression model was developed through the assessment of willingness to consume naturally resveratrol-enhanced wine.

The findings of this paper suggest that respondents consider wine as source of beneficial and healthy properties and they are willing to consume enriched-resveratrol wine. The study found a direct correlation between resveratrol and wine extrinsic attributes (organic label, brand) as well as any intrinsic attributes (tannins content). In addition, solely female consumers expressed to consider label information in their preference for resveratrol-enhanced wine. Among socio-demographic factors, only age and gender have an interaction effect on the consumption of these wines.

Since this study has some limitations due to the limited number of observations and to the specific regional geographical context, the findings should be generalized in theoretical terms with a certain caution. Before to extend the results to all Italian consumers, future research should test the robustness of the findings by assessing the effect of the attributes that the authors have examined in this study in other environmental contexts, e.g. in other wine regions.

The results have important implications for wine producers, since the adoption of production practices explicitly related to the higher natural content of resveratrol can lead to a value augmentation and enhance business income of companies. Moreover, there exists implication also for wine managers, given the knowledge of factors affecting consumers’ attitudes toward naturally resveratrol-enhanced wines can lead to an increase in wine demand that should allow to reach a focused differentiation strategy in specified market segments. This suggests the need to indicate on the label the content of resveratrol as a distinctive signal of the “additional health information” of a wine.

While a substantial body of research has analyzed the healthy attributes that affect purchasing process of wine, no other known study has examined the effects of attributes on consumers’ willingness to purchase naturally resveratrol-enhanced wine. The study is the first that explores the consumers’ willingness to buy wine naturally enriched with resveratrol. Previous works took into account only resveratrol-enriched wines. The authors believe that in the eye of consumers there are significant differences between a natural enhancement and a simply technological enrichment, since the concepts and the technological aspects behind the two processes are strongly different. To fill this gap, the authors explored for the first time what variables can influence the preference of a naturally resveratrol-enhanced wine.