Consumers’ Preferences for and Perception of CSR Initiatives in the Wine Sector

Marcello Stanco and Marco Lerro
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Marcello Stanco: Department of Law, Economics, Management and Quantitative Methods, University of Sannio, 82100 Benevento, Italy
Marco Lerro: Department of Law, Economics, Management and Quantitative Methods, University of Sannio, 82100 Benevento, Italy

Sustainability, 2020, vol. 12, issue 13, 1-13

Abstract: This study explores consumers’ preferences for corporate social responsibility (CSR) initiatives implemented in the wine sector. Moreover, it investigates consumers’ perception and price premium for four wine certifications related to corporate social responsibility (i.e., SQNPI Sustainable Quality; V.I.V.A. Sustainable Wine; Organic, and Equalitas—Sustainable Wine). Overall 251 regular Italian wine consumers participated in an online survey. Their preferences for 11 CSR initiatives implemented in the wine sector were assessed through a best–worst scaling analysis. The study findings show that the most important CSR initiatives for consumers are “health and food safety”, “sustainable agricultural practices”, and “air pollution”. By contrast, those least important for consumers are “energy consumption”, “sustainable packaging”, and “fair trade”. Consumers expressed a positive perception in terms of CSR performance for all the certifications investigated, while their price premium was higher for wine with Organic certification. The study offers several implications for wineries. Specifically, it suggests the CSR initiatives that wineries may implement to fully meet consumers’ preferences.

Keywords: best–worst analysis; wine certification; corporate social responsibility; Italian consumers; willingness to pay; price premium (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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