Social or environmental consciousness? Exploring the consumption of cooperative wines among European citizens
- Cooperative wine, sustainability, wine consumption
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Copyright (c) 2023 Stefania Troiano, Laura Rizzi, Francesco Marangon
This work is licensed under a Creative Commons Attribution 4.0 International License.
Although the role of wine cooperatives in supporting sustainability has been deeply analyzed on the supply side, the study of consumers’ perception and behavior when choosing these wines is still scarce. This paper analyzes the attitudes, preferences and the willingness to pay (WTP) of European consumers, both when they purchase cooperatively produced wines and in their attitude to consume these wines. Their preferences between cooperative produced and organic wines were compared with the aim to understand if they appreciate more the social role represented by cooperatives or the environmental friendly aspects of organic production. A survey among 3,295 individuals resident in different European countries was carried out. The data were firstly analyzed by means of univariate tests, to assess consumers’ heterogeneity, and of a Bivariate Probit model, to explore the drivers of attitude and behavior, then a Multinomial Logit, and a Random Parameters Logit framework have been adopted. We found an association between the probability to know cooperative and organic wines, thus of propensity towards these products, and a higher WTP for organic than cooperative wines. Our findings suggest that organic might be a strategy to support wine cooperatives production and to target better market.
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