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Preferences for eco certified wines in the United States

Preferences for eco certified wines in the United States 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/approachThis 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.FindingsThe 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/valueThe study is the only research project, of this kind, to evaluate five types of eco-certifications for wine in a single WTP analysis. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Business Research Emerald Publishing

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1751-1062
DOI
10.1108/ijwbr-04-2020-0012
Publisher site
See Article on Publisher Site

Abstract

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/approachThis 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.FindingsThe 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/valueThe study is the only research project, of this kind, to evaluate five types of eco-certifications for wine in a single WTP analysis.

Journal

International Journal of Wine Business ResearchEmerald Publishing

Published: May 25, 2021

Keywords: Wine tourism; Sustainable tourism; Economic sustainability; Ecolabeling; Environmental management; United States of America; Green issues

References