Vol. 10 No. 2 (2021)
Original Research Article

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

Adeline Alonso Ugaglia
Bordeaux Sciences Agro, French National Institute for Agriculture, Food and Environment, Umr Save ISVV, Gradignan
Britta Niklas
Ruhr-Universität Bochum, Institute of Development Research and Development Policy, Bochum
Wolfram Rinke
Fachhochschule Burgenland GmbH, Eisenstadt
Dan Moscovici
School of Natural Sciences & Mathematics, Stockton University
Jeff Gow
University of Southern Queensland, Toowoomba, Australia
Lionel Valenzuela
Universidad Técnica Federico, Santa Maria
Radu Mihailescu
Stenden Hotel Management School, Leeuwarden
Published July 14, 2021
  • Consumer preferences,
  • stated preferences,
  • wine,
  • certified wines
How to Cite
Alonso Ugaglia, A., Niklas, B., Rinke, W., Moscovici, D., Gow, J., Valenzuela, L., & Mihailescu, R. (2021). Consumer preferences for certified wines in France: A comparison of sustainable labels. Wine Economics and Policy, 10(2), 75-86. https://doi.org/10.36253/wep-10382


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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