Abstract
The interest in wine produced in an environmentally friendly manner is increasing in the global market among both consumers and producers. Moreover, numerous labelling and certification systems have been introduced to guarantee environmentally friendly production. Consumers can consider some environmental attributes in relation to their purchasing decisions as components of their ethical demands; such consumer behaviours can drive wine production to more sustainable models. This change depends on many factors, such as consumers’ willingness to pay for sustainable and ethical attributes and the effective communication of such attributes. Among consumers, young people belonging to the so-called millennial generation are the new wine consumers, and they represent an increasingly important segment of the global wine market. This study uses a choice experiment to investigate Italian millennials’ preferences toward two ethical attributes of wine: ‘carbon footprint claim’ and ‘winescape aesthetic’.The findings show considerable heterogeneity among respondents, the majority of whom seem to be interested in the carbon footprint claim, even if a group of them prefer to pay a premium price to consume high-quality wines. Our results indicate that winescape aesthetic does not appear to be an important attribute in guiding respondents’ preferences.
Highlights
Background and aim of the study Nowadays, changes in consumer demands in many primary sector markets are constantly driving changes in the value chains that primary industries participate in
Several environmental attributes are strictly related with wine production: organic production, greenhouse gas (GHG) emissions, water use, waste production, soil protection, landscape creation or conservation, local climate conditions, and terroir
Among the different characteristics of ethical demands of wine, it is interesting to analyse Italian consumers’ attitudes toward two specific attributes: ‘carbon footprint claim’ and ‘winescape aesthetic’. This is because carbon footprint claim is linked to the pressing GHG emission issue (Rugani et al 2013) and winescape aesthetic refers to the emerging importance of the agricultural landscape value (Tempesta et al 2010)
Summary
Background and aim of the study Nowadays, changes in consumer demands in many primary sector markets are constantly driving changes in the value chains that primary industries participate in (e.g. organic food, products with indication of origin, vegan food). Consumer demand usually takes into account the different characteristics of the wine, such as price, origin, and production process, and some environmental factors could be relevant in the purchase choices.
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