Preferences for eco certified wines in the United States

Moscovici, Daniel and Rana, Rezwanul and Mihailescu, Radu and Gow, Jeff and Ugaglia, Adeline Alonso and Valenzuela, Lionel and Rinaldi, Azzurra (2021) Preferences for eco certified wines in the United States. International Journal of Wine Business Research, 33 (2). pp. 153-175. ISSN 1751-1062


Abstract

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 456winedrinkersintheUSA.

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.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Faculty/School / Institute/Centre: Historic - Faculty of Business, Education, Law and Arts - School of Commerce (1 Jul 2013 - 17 Jan 2021)
Faculty/School / Institute/Centre: Historic - Faculty of Business, Education, Law and Arts - School of Commerce (1 Jul 2013 - 17 Jan 2021)
Date Deposited: 14 Jan 2021 06:16
Last Modified: 14 Jul 2021 01:16
Uncontrolled Keywords: Wine tourism, Sustainable tourism, Economic sustainability, Ecolabeling, Environmental management, United States of America, Green issues
Fields of Research (2008): 14 Economics > 1402 Applied Economics > 140201 Agricultural Economics
14 Economics > 1402 Applied Economics > 140209 Industry Economics and Industrial Organisation
Fields of Research (2020): 30 AGRICULTURAL, VETERINARY AND FOOD SCIENCES > 3002 Agriculture, land and farm management > 300299 Agriculture, land and farm management not elsewhere classified
Socio-Economic Objectives (2008): D Environment > 96 Environment > 9606 Environmental and Natural Resource Evaluation > 960601 Economic Incentives for Environmental Protection
B Economic Development > 82 Plant Production and Plant Primary Products > 8202 Horticultural Crops > 820212 Table Grapes
Identification Number or DOI: https://doi.org/10.1108/IJWBR-04-2020-0012
URI: http://eprints.usq.edu.au/id/eprint/40522

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