Consumer preferences for certified wines in France: A comparison of sustainable labels

Ugaglia, Adeline Alonso and Niklas, Britta and Rinke, Wolfram and Moscovici, Dan and Gow, Jeff ORCID: https://orcid.org/0000-0002-5726-298X and Valenzuela, Lionel and Mihailescu, Radu (2021) Consumer preferences for certified wines in France: A comparison of sustainable labels. Wine Economics and Policy, 10 (2). pp. 75-86. ISSN 2213-3968

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Abstract

The wine industry has faced various environmental and social challenges. On the demand side, consumer demand for sustainable wines has been increasing but, to date, it is unknown whether consumers perceive wine companies’ efforts to obtain sustainable development (SD) certifications and labels as being valuable or how they differentiate them. On the supply side, sustainable wine production is increasing but producers report a lack of information to engage and select their SD strategy. This article uses a logistic regression and an artificial neural network model to show how French consumers differentiate and value different SD labels (Organic, Biodynamic, Sustainable, Fairtrade, Natural). Results show that consumers’ willingness to buy and willingness to pay are influenced by the importance each consumer gives to the certification. For all other drivers, consumers differentiate between labels, highlighting the importance of comparison between and knowledge about each of them, thereby aiding producers in choosing an appropriate marketing strategy.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Date Deposited: 15 Aug 2022 00:10
Last Modified: 15 Aug 2022 00:55
Uncontrolled Keywords: Certified wines; Consumer preferences; Stated preferences; Wine
Fields of Research (2020): 38 ECONOMICS > 3801 Applied economics > 380101 Agricultural economics
Socio-Economic Objectives (2020): 26 PLANT PRODUCTION AND PLANT PRIMARY PRODUCTS > 2606 Industrial crops > 260608 Wine grapes
15 ECONOMIC FRAMEWORK > 1505 Microeconomics > 150501 Consumption
Identification Number or DOI: doi:10.36253/wep-10382
URI: http://eprints.usq.edu.au/id/eprint/50806

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