Just Accepted Manuscripts
Original Research Article

Sustainable Wine—for Whom? Consumer Preferences for Different Environmental Labels

PDF (Just accepted)
  • Tommaso Fantechi,
  • Caterina Contini,
  • Nicola Marinelli,
  • Marco Moriondo,
  • Sergi Costafreda-Aumedes
Tommaso Fantechi
Department of Agriculture, Food, Environment and Forestry – DAGRI – University of Florence, Florence, Italy
Caterina Contini
Department of Agriculture, Food, Environment and Forestry – DAGRI – University of Florence, Florence, Italy
Nicola Marinelli
Department of Agriculture, Food, Environment and Forestry – DAGRI – University of Florence, Florence, Italy
Marco Moriondo
National Research Council, Institute of BioEconomy (CNR-IBE), Sesto Fiorentino (FI), Italy
Sergi Costafreda-Aumedes
National Research Council, Institute of BioEconomy (CNR-IBE), Sesto Fiorentino (FI), Italy
DOI: https://doi.org/10.36253/wep-17712

Published 2025-05-20

Keywords

  • Sustainable wine,
  • Consumer preferences,
  • Environmental label,
  • Discrete Choice Experiment

How to Cite

Fantechi, T., Contini, C., Marinelli, N., Moriondo, M., & Costafreda-Aumedes, S. (2025). Sustainable Wine—for Whom? Consumer Preferences for Different Environmental Labels. Wine Economics and Policy. https://doi.org/10.36253/wep-17712

Copyright (c) 2024 Tommaso Fantechi, Caterina Contini, Nicola Marinelli, Marco Moriondo, Sergi Costafreda-Aumedes

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

As sustainability concerns increasingly influence agri-food systems, eco-labels have become an important tool for signalling environmental responsibility to consumers. However, the effectiveness of such labels depends on how they are perceived and valued in specific product contexts. This study investigates consumer preferences for four environmental labels in the wine sector: organic, carbon neutral, reduced water footprint, and reduced pesticide use. A discrete choice experiment conducted with 300 Italian wine consumers, combined with latent class analysis, revealed four distinct segments with heterogeneous responses to eco-labels. While one group rejected environmental labels altogether, others displayed selective interest based on the perceived relevance of the label to specific concerns such as health or resource conservation. These findings underline the need for differentiated communication strategies that account for cultural meanings, individual priorities, and varying degrees of involvement with different dimensions of environmental sustainability. In a category as culturally embedded as wine—where tradition, identity, and quality perceptions play a central role—tailored messaging becomes especially crucial to ensure that sustainability labels are understood, trusted, and valued.

PDF (Just accepted)

References

  1. R. Buttinelli, G. Dono, R. Cortignani, 2025. Assessing the impacts of chemicals reduction on arable farms through an integrated agro-economic model. Agricultural Systems, 224, 104254. DOI: https://doi.org/10.1016/j.agsy.2024.104254
  2. N. di Santo, I. Russo, R. Sisto, 2022. Climate change and natural resource scarcity: A literature review on dry farming. Land, 11(12), 2102. DOI: https://doi.org/10.3390/land11122102
  3. L. F. D. Lopes, D. J. C. da Silva, C. S. Teixeira, 2025. Innovation capacity of Brazilian wineries: an integrated approach using the fuzzy Delphi and random forest methods. Wine Economics and Policy. DOI: https://doi.org/10.36253/wep-16737
  4. T. Reinhardt, Y. Ambrogio, L. Springer, M. Tafel, 2024. Wine law, sustainable innovation and the emergence of a wine constitution. Wine Economics and Policy. DOI: 10.36253/wep-16041
  5. A. Zironi, P. Danese, P. Romano, R. Zironi, 2024. A Lean Six Sigma, Industry 4.0 and Circular Economy-driven methodology for wine supply chain process improvement. Wine Economics and Policy. DOI: https://doi.org/10.36253/wep-15803
  6. C. L. Beber, L. Lecomte, I. Rodrigo, M. Canali, A. S. Pinto, E. Pomarici, E. Giraud-Heraud, S. Pérès, G. Malorgio, 2023. The agroecological challenges in the wine sector: perceptions from European stakeholders. Wine Economics and Policy, 12(2), 103-120. DOI: 10.36253/wep-15244
  7. M.L. Longbottom, P.R. Petrie, 2015. Role of vineyard practices in generating and mitigating greenhouse gas emissions. Australian Journal of Grape and Wine Research. 21, 522–536. DOI: 10.1111/ajgw.12187
  8. D. Bentivoglio, G. Chiaraluce, A. Finco, 2024. Water stress as a critical issue for Mediterranean viti-culture: economic evidence from the Montepulciano d’Abruzzo PDO grape based on a case study in central Italy. Wine Economics and Policy, 13(1), 141-150. DOI: https://doi.org/10.36253/wep-15257
  9. L. Bavaresco, C. Squeri, 2022. Outlook on disease resistant grapevine varieties. BIO Web of Conferences. 44, 06001. DOI: 10.1051/bioconf/20224406001
  10. I. Pertot, T. Caffi, V. Rossi, L. Mugnai, C. Hoffmann, M. S. Grando et al., 2017. A critical review of plant protection tools for reducing pesticide use on grapevine and new perspectives for the implementation of IPM in viticulture. Crop Protection. 97, 70–84. DOI: 10.1016/j.cropro.2016.11.025
  11. E. Lamonaca, A. Seccia, F. G. Santeramo, 2023. Climate Cha (lle) nges in global wine production and trade patterns. Wine Economics and Policy, 12(2), 85-102. DOI: https://doi.org/10.36253/wep-13852
  12. S. Massaglia, T. Verduna, V. Varchetta, F. Brun, S. Blanc, S., 2023. The impact of alternative packaging on the life cycle of wine on tap. Wine Economics and Policy, 12(1), 51-62. DOI: https://doi.org/10.36253/wep-13016
  13. R. Buttinelli, R. Cortignani, F. Caracciolo, 2024. Irrigation water economic value and productivity: An econometric estimation for maize grain production in Italy. Agricultural Water Management, 295, 108757. DOI: https://doi.org/10.1016/j.agwat.2024.108757
  14. A. Muller, C. Schader, N. El-Hage Scialabba, J. Brüggemann, A. Isensee, K. H. Erb, P. Smith, P. Klocke, F. Leiber, M. Stolze, U. Niggli, 2017. Strategies for feeding the world more sustainably with organic agriculture. Nature Communications, 8(1), 1-13. DOI: 10.1038/s41467-017-00377-5.
  15. M. A. Delmas, O. Gergaud, 2021. Sustainable practices and product quality: Is there value in eco-label certification? The case of wine. Ecological Economics, 183, 107-114. DOI: 10.1016/j.ecolecon.2021.106955.
  16. T. P. Lyon, A. W. Montgomery, 2015. The means and end of greenwash. Organization & environment, 28(2), 223-249. DOI: https://doi.org/10.1177/108602661557533
  17. D. Brécard, 2014. Consumer confusion over the profusion of eco-labels: Lessons from a double differentiation model. Resource and energy economics, 37, 64-84. DOI: https://doi.org/10.1016/j.reseneeco.2013.10.002
  18. M. A. Delmas, O. Gergaud, J. Lim, 2016. Does organic wine taste better? An analysis of experts' ratings. Journal of Wine Economics, 11(3), 329-354. DOI: https://doi.org/10.1017/jwe.2016.14
  19. M. G. Luchs, R. W. Naylor, J. R. Irwin, R. Raghunathan, 2010. The sustainability liability: Potential negative effects of ethicality on product preference. Journal of marketing, 74(5), 18-31. DOI: https://doi.org/10.1509/jmkg.74.5.018
  20. M. A. Delmas, N. Lessem, 2017. Eco-Premium or Eco-Penalty? Eco-Labels and Quality in the Organic Wine Market. Business & Society. 56(2), 318–356. DOI: 10.1177/0007650315576119
  21. E. Parga-Dans, R. Vecchio, A. Annunziata, P. A. González, R. O. Enríquez, 2023. A certification for natural wine? A comparative analysis of consumer drivers in Italy and Spain. Wine Economics and Policy, 12(1), 23-35. DOI: https://doi.org/10.36253/wep-12890
  22. G. Giannoccaro, D. Carlucci, R. Sardaro, 2019. Assessing consumer preferences for organic vs eco-labelled olive oils. Organic Agriculture. 9, 483–494. DOI: 10.1007/s13165-019-00245-7
  23. I. S. Schäufele, U. Hamm, 2017. Consumers’ perceptions, preferences and willingness-to-pay for wine with sustainability characteristics: A review. Journal of Cleaner Production, 147, 379-394. DOI: 10.1016/j.jclepro.2017.01.113.
  24. F. Solfanelli, S. Mandolesi, I. Silvestri, S. Naspetti, R. Zanoli, 2025. Debating wine health-warning labels using Q methodology. Wine Economics and Policy. DOI: https://doi.org/10.36253/wep-17056
  25. J.J. Czarnezki, 2011. The future of food eco-labeling: Organic, carbon footprint, and environmental life-cycle analysis. Stanford Environmental Law Journal. 30, 3. DOI: https://digitalcommons.pace.edu/lawfaculty/914/
  26. P. Tait, C. Saunders, P. Dalziel, P. Rutherford, T. Driver, M. Guenther, 2019. Estimating wine consumer preferences for sustainability attributes: A discrete choice experiment of Californian Sauvignon blanc purchasers. Journal of Cleaner Production, 233, 412-420. DOI: 10.1016/j.jclepro.2019.06.312.
  27. ISTAT (2024). Spese delle famiglie. Available at: https://www.istat.it/informazioni-sulla-rilevazione/spese/. Accessed on 08/04/2025.
  28. Il fatto alimentare (2024). Vini più bevuti dagli italiani: il prezzo come fattore determinante. Available at: https://ilfattoalimentare.it/vini-piu-bevuti-dagli-italiani-prezzo.html. Accessed on 08/04/2025.
  29. S.R. Jaeger, J.M. Rose, 2008. Stated choice experimentation, contextual influences and food choice: A case study. Food Quality and Preference. 19(6), 539–564. DOI: 10.1016/j.foodqual.2008.02.005
  30. F. Boncinelli, C. Contini, F. Gerini, C. Romano, G. Scozzafava, L. Casini, 2020. The role of context definition in choice experiments: A methodological proposal based on customized scenarios. Wine Economics and Policy. 9(2), 49–62. DOI: 10.36253/wep-7978
  31. E. Pabst, A. M. Corsi, R. Vecchio, A. Annunziata, S. M. Loose, 2021. Consumers’ reactions to nutrition and ingredient labelling for wine–A cross-country discrete choice experiment. Appetite, 156, 104843. DOI: 10.1016/j.appet.2020.104843.
  32. M. Corduas, L. Cinquanta, C. Ievoli, 2013. The importance of wine attributes for purchase decisions: A study of Italian consumers’ perception. Food Quality and Preference. 28(2), 407–418. DOI: 10.1016/j.foodqual.2012.11.008
  33. S.R. McCann, 2023. Certainty, wine and haematology. Bone Marrow Transplantation. 58(12), 1293–1295. DOI: 10.1038/s41409-023-01990-3
  34. V. A. Sottini, E. Barbierato, I. Bernetti, I. Capecchi, S. Fabbrizzi, S. Menghini, 2019. Winescape perception and big data analysis: An assessment through social media photographs in the Chianti Classico region. Wine Economics and Policy, 8(2), 127-140. DOI: 10.1016/j.wep.2019.09.003.
  35. M. C. J. Bliemer, J. M. Rose, 2011. Experimental design influences on stated choice outputs: an empirical study in air travel choice. Transportation Research Part A: Policy and Practice. 45(1), 63–79. DOI: 10.1016/j.tra.2010.09.003
  36. Y.K. Huang, M.A. Palma, J. Rangel, 2024. Can a Local Food Label Nudge Consumer Behavior? Implications of an Eye-tracking Study of Honey Products. Journal of Agricultural and Applied Economics. 1–19. DOI: 10.1017/aae.2024.2
  37. G. Piracci, T. Fantechi, L. Casini, 2024. Emerging trends in healthy and sustainable eating: The case of fresh convenience plant-based foods. Plant-Based Food Consumption, 83-103.
  38. Z. Pieniak, W. Verbeke, S. O. Olsen, K. B. Hansen, K. Brunsø, 2010. Health-related attitudes as a basis for segmenting European fish consumers. Food Policy, 35(5), 448-455. DOI: 10.1016/j.foodpol.2010.02.004.
  39. E. J. Van Loo, C. Hoefkens, W. Verbeke, 2017. Healthy, sustainable and plant-based eating: Perceived (mis) match and involvement-based consumer segments as targets for future policy. Food Policy, 69, 46-57. DOI: 10.1016/j.foodpol.2017.02.004.
  40. J. Joireman, M. J. Shaffer, D. Balliet, A. Strathman, 2012. Promotion orientation explains why future-oriented people exercise and eat healthy: Evidence from the two-factor consideration of future consequences-14 scale. Personality and Social Psychology Bulletin, 38(10), 1272-1287. DOI: https://doi.org/10.1177/01461672124493
  41. W. Abrahamse, L. Steg, 2011. Factors related to household energy use and intention to reduce it: The role of psychological and socio-demographic variables. Human Ecology Review. 18(1), 30–40. DOI: http://www.jstor.org/stable/24707684.
  42. W. Abrahamse, L. Steg, R. Gifford, C. Vlek, 2009. Factors influencing car use for commuting and the intention to reduce it: A question of self-interest or morality? Transportation Research Part F: Traffic Psychology and Behaviour. 12(4), 317–324. DOI: 10.1016/j.trf.2009.04.004
  43. D. McFadden, 1972. Conditional logit analysis of qualitative choice behavior. In: P. Zarembka (Ed.), Frontiers in Econometrics. Academic Press, New York, 105–142.
  44. K.J. Lancaster, 1966. A new approach to consumer theory. Journal of Political Economy. 74(2), 132–157. DOI: 10.1086/259131
  45. K. E. Train, 2009. Discrete choice methods with simulation. Cambridge University Press.
  46. F. Caracciolo, M. Furno, M. D'Amico, G. Califano, G. Di Vita, 2022. Variety seeking behavior in the wine domain: A consumers segmentation using big data. Food Quality and Preference. 97, 104481. DOI: 10.1016/j.foodqual.2021.104481
  47. S. Hynes, N. Hanley, R. Scarpa, 2008. Effects on welfare measures of alternative means of accounting for preference heterogeneity in recreational demand models. American Journal of Agricultural Economics. 90(4), 1011–1027. DOI: 10.1111/j.1467-8276.2008.01148.x
  48. R. Scarpa, M. Thiene, T. Tempesta, 2007. Latent class count models of total visitation demand: days out hiking in the eastern Alps. Environmental and Resource Economics, 38, 447-460. DOI: 10.1007/s10640-007-9100-0.
  49. H. Andruff, N. Carraro, A. Thompson, P. Gaudreau, B. Louvet, 2009. Latent class growth modelling: a tutorial. Tutorials in Quantitative Methods for Psychology. 5(1), 11–24. DOI: 10.20982/tqmp.05.1.p011
  50. R. Scarpa, M. Thiene, 2005. Destination choice models for rock climbing in the Northeastern Alps: a latent-class approach based on intensity of preferences. Land Economics, 81(3), 426-444. DOI: 10.3368/le.81.3.426.
  51. M. Simeone, C. Russo, D. Scarpato, 2023. Price quality cues in organic wine market: is there a veblen effect?. Agronomy, 13(2), 405. DOI: https://doi.org/10.3390/agronomy13020405
  52. M. Wagner, P. Stanbury, T. Dietrich, J. Döring, J. Ewert, C. Foerster, M. Freund, M. Friedel, C. Kammann, M. Koch, T. Owtram, H. R. Schultz, K. Voss-Fels, J. Hanf, 2023. Developing a sustainability vision for the global wine industry. Sustainability, 15(13), 10487. DOI: https://doi.org/10.3390/su151310487
  53. D. Moscovici, J. Gow, L. Valenzuela, R. Rana, A. A. Ugaglia, R. Mihailescu, 2024. Assessing the age effect on consumer attitudes and willingness to pay for sustainably produced wine: A transnational analysis. Journal of Sustainability Research, 6(3), 1-18. DOI: 10.20900/jsr20240048
  54. E. Anagnostou, T. Tsiakis, I. Zervas, 2025. Highlighting Wine Labels: A Systematic Literature Review of Dominant Informational Parameters as Communicative Elements. Beverages, 11(1), 12. DOI: https://doi.org/10.3390/beverages11010012
  55. A. Dias, B. Sousa, V. Santos, P. Ramos, A. Madeira, 2023. Wine tourism and sustainability awareness: A consumer behavior perspective. Sustainability, 15(6), 5182. DOI: https://doi.org/10.3390/su15065182