Sustainable wine – for whom? Consumer preferences for different environmental labels
As sustainability concerns increasingly influence agri-food systems, environmental labels have become an important tool for signalling producers’ ecological responsibility to consumers. However, the effectiveness of such labels depends on how they are perceived and valued in specific product context...
Saved in:
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Firenze University Press
2025-05-01
|
| Series: | Wine Economics and Policy |
| Subjects: | |
| Online Access: | https://oaj.fupress.net/index.php/wep/article/view/17712 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849716935013433344 |
|---|---|
| author | Tommaso Fantechi Caterina Contini Nicola Marinelli Marco Moriondo Sergi Costafreda-Aumedes |
| author_facet | Tommaso Fantechi Caterina Contini Nicola Marinelli Marco Moriondo Sergi Costafreda-Aumedes |
| author_sort | Tommaso Fantechi |
| collection | DOAJ |
| description | As sustainability concerns increasingly influence agri-food systems, environmental labels have become an important tool for signalling producers’ ecological 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 certification, 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 environmental 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 highlight the need for tailored communication strategies that take into account both consumers’ cultural associations with wine – such as tradition, authenticity, and artisanal value – and their individual priorities, including differing levels of engagement with various aspects 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 environmental-labels are understood, trusted, and valued.
|
| format | Article |
| id | doaj-art-f7cbb6c7e92b4eb39e5034a1e7bb892e |
| institution | DOAJ |
| issn | 2213-3968 2212-9774 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | Firenze University Press |
| record_format | Article |
| series | Wine Economics and Policy |
| spelling | doaj-art-f7cbb6c7e92b4eb39e5034a1e7bb892e2025-08-20T03:12:50ZengFirenze University PressWine Economics and Policy2213-39682212-97742025-05-0114110.36253/wep-17712Sustainable wine – for whom? Consumer preferences for different environmental labelsTommaso Fantechi0Caterina Contini1Nicola Marinelli2Marco Moriondo3Sergi Costafreda-Aumedes4Department of Agriculture, Food, Environment and Forestry – DAGRI – University of Florence, Florence, ItalyDepartment of Agriculture, Food, Environment and Forestry – DAGRI – University of Florence, Florence, ItalyDepartment of Agriculture, Food, Environment and Forestry – DAGRI – University of Florence, Florence, ItalyNational Research Council, Institute of BioEconomy (CNR-IBE), Sesto Fiorentino (FI), ItalyNational Research Council, Institute of BioEconomy (CNR-IBE), Sesto Fiorentino (FI), ItalyAs sustainability concerns increasingly influence agri-food systems, environmental labels have become an important tool for signalling producers’ ecological 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 certification, 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 environmental 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 highlight the need for tailored communication strategies that take into account both consumers’ cultural associations with wine – such as tradition, authenticity, and artisanal value – and their individual priorities, including differing levels of engagement with various aspects 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 environmental-labels are understood, trusted, and valued. https://oaj.fupress.net/index.php/wep/article/view/17712Sustainable wineConsumer preferencesEnvironmental labelDiscrete Choice Experiment |
| spellingShingle | Tommaso Fantechi Caterina Contini Nicola Marinelli Marco Moriondo Sergi Costafreda-Aumedes Sustainable wine – for whom? Consumer preferences for different environmental labels Wine Economics and Policy Sustainable wine Consumer preferences Environmental label Discrete Choice Experiment |
| title | Sustainable wine – for whom? Consumer preferences for different environmental labels |
| title_full | Sustainable wine – for whom? Consumer preferences for different environmental labels |
| title_fullStr | Sustainable wine – for whom? Consumer preferences for different environmental labels |
| title_full_unstemmed | Sustainable wine – for whom? Consumer preferences for different environmental labels |
| title_short | Sustainable wine – for whom? Consumer preferences for different environmental labels |
| title_sort | sustainable wine for whom consumer preferences for different environmental labels |
| topic | Sustainable wine Consumer preferences Environmental label Discrete Choice Experiment |
| url | https://oaj.fupress.net/index.php/wep/article/view/17712 |
| work_keys_str_mv | AT tommasofantechi sustainablewineforwhomconsumerpreferencesfordifferentenvironmentallabels AT caterinacontini sustainablewineforwhomconsumerpreferencesfordifferentenvironmentallabels AT nicolamarinelli sustainablewineforwhomconsumerpreferencesfordifferentenvironmentallabels AT marcomoriondo sustainablewineforwhomconsumerpreferencesfordifferentenvironmentallabels AT sergicostafredaaumedes sustainablewineforwhomconsumerpreferencesfordifferentenvironmentallabels |