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Drivers of consumer willingness to pay for sustainable wines: natural, biodynamic, and organic

Abstract:

This study analysed consumers’ willingness to pay (WTP) for wines with different sustainability features, namely natural, biodynamic, and organic, and explored the drivers of individual preferences for these wines. An online survey was conducted with a sample of 501 Italian regular wine consumers. To elicit WTP for natural, organic, and biodynamic wines, a multiple price list (MPL) was applied. The drivers of consumers’ preferences for the three wines were then investigated by means of a seemingly unrelated regression model (SUR). Results reveal a higher WTP for organic, followed by natural and biodynamic wines. The same core drivers of individual preferences were revealed for the three wine types: wine drinking frequency, naturalness perception, and wine health concerns. Wineries interested in commercialising sustainable wines should develop targeted communication campaigns to increase consumer awareness and understanding of the different sustainable production methods.