Exploring consumer behavior and willingness to pay regarding sustainable wine certification

Abstract

Sustainability is a rapidly growing phenomenon at both the European and national levels. The “Green Economy” model and sustainability programs have spared no economic sector. The wine sector has also been swept up in this “green wave,” and more and more companies have adopted sustainable production plans and socially responsible behavior. The purpose of this article is to analyze how the wine sector interacts with the main topic of sustainability and communication, particularly certification. More specifically, the goal is to understand how consumers perceive sustainability and how much they are willing to pay for it compared to conventional wine. The analysis and collection of data on consumer behavior and willingness to pay (WTP) for sustainable wine were conducted through an exploratory survey. The research results highlight that consumers are not very conscious about sustainability and this lack of awareness regarding sustainable wine is, at least in part, attributable to confusion within the industry.