Preferences for eco certified wines in the United States

Purpose This study aims to analyze the wine industry’s response to changing societal attitudes towards the environment. Environmental considerations are now an increasingly important factor in both production and purchasing behavior. While many eco-certifications exist, there is still consumer confu...

Full description

Saved in:
Bibliographic Details
Published in:International journal of wine business research 2021-05, Vol.33 (2), p.153-175
Main Authors: Moscovici, Daniel, Rezwanul, Rana, Mihailescu, Radu, Gow, Jeff, Ugaglia, Adeline Alonso, Valenzuela, Lionel, Rinaldi, Azzurra
Format: Article
Language:English
Subjects:
Behavior
Certification
Consumers
Fair trade
Farms
Farmworkers
Literature reviews
Marketing
Research projects
Sustainability
Tourism
Willingness to pay
Wineries & vineyards
Wines
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Purpose This study aims to analyze the wine industry’s response to changing societal attitudes towards the environment. Environmental considerations are now an increasingly important factor in both production and purchasing behavior. While many eco-certifications exist, there is still consumer confusion between the multitude of eco wine certifications, lack of clarity about what consumers think about the wines, and not enough data about their willingness to pay (WTP) for these environmental characteristics. Design/methodology/approach This study clarifies what the various wine eco certifications are, quantifies consumer knowledge and ascertains their WTP for five environmental or sustainable wine certifications, namely, biodynamic, fair trade, organic, natural and sustainable. The authors surveyed 456 wine drinkers in the USA. Findings The authors found that millennials, women, unmarried individuals, those purchasing eco-certified foods, low-income individuals and those looking to celebrate a special occasion have a higher WTP for eco-certified wines compared to respondents who are older, male, married, do not buy eco-certified goods, have higher incomes and are purchasing the wine for a regular occasion. They recommend marketing and targeting those in the former group for environmental or sustainable wines. Originality/value The study is the only research project, of this kind, to evaluate five types of eco-certifications for wine in a single WTP analysis.
ISSN:1751-1062
1751-1070
1751-1062
DOI:10.1108/IJWBR-04-2020-0012