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Original Research Article

Identifying consumer preferences for sustainable wines in the Netherlands: Special Issue: "Transforming wine value chains – Adapting to a changing world"

(Just Accepted)
  • Britta Niklas,
  • Radu Mihailescu,
  • Adeline Alonso Ugaglia,
  • João Rebelo,
  • Daniel Moscovici Moscovici,
  • Jeff Gow,
  • Inge Blaauwbroek
Radu Mihailescu
NHL Stenden University of Applied Sciences
Adeline Alonso Ugaglia
Bordeaux Sciences Agro UMR INRAE
João Rebelo
University of Trás-os-Montes and Alto Douro
Daniel Moscovici Moscovici
Stockton University
Jeff Gow
University of Southern Queensland
Inge Blaauwbroek
NHL Stenden University of Applied Sciences
DOI: https://doi.org/10.36253/wep-19978

Published 2026-10-14

Keywords

  • Stated preferences,
  • Sustainable wines,
  • Dutch consumers,
  • Willingnes to buy,
  • Willingness to pay

How to Cite

Niklas, B. ., Mihailescu, R., Alonso Ugaglia, A., Rebelo, J., Moscovici, D. M., Gow, J., & Blaauwbroek, I. (2026). Identifying consumer preferences for sustainable wines in the Netherlands: Special Issue: "Transforming wine value chains – Adapting to a changing world". Wine Economics and Policy. https://doi.org/10.36253/wep-19978

Copyright (c) 2024 Britta Niklas, Radu Mihailescu, Adeline Alonso Ugaglia, João Rebelo, Daniel Moscovici Moscovici, Jeff Gow, Inge Blaauwbroek

Creative Commons License

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

Abstract

Worldwide, the wine industry is experiencing a shift to more sustainable production in hopes of capitalising on the  changing demand patterns. Existing literature has focused on identifying consumer preferences in purchasing sustainable certified wines and on their willingness to pay (WTP) a price premium for them. The current study aims to contribute to that body of knowledge, adding novelty by focusing on a specific emerging and dynamic market. It analyses Dutch consumers’ willingness to buy (WTB) and WTP for sustainable wines by comparing WTB and WTP for different labels (Organic, Sustainable, Natural, Biodynamic and Fairtrade) and applying an innovative approach using the Bayesian Heckman Selection model. Results show that consumers’ valuation of certified wines is primarily driven by attitudinal and perceptual factors, while the actual purchasing decision is more strongly conditioned by knowledge, trust, and prior experience. Policy implications include strengthening the credibility of certification schemes through clearer standards, improved traceability, and transparent information provision to reduce informational asymmetries between producers and consumers.

(Just Accepted)

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