Consumer Willingness to Pay for Sustainable Wine—The Chilean Case

Lionel Valenzuela (), Rodrigo Ortega, Daniel Moscovici, Jeff Gow, Adeline Alonso Ugaglia and Radu Mihailescu
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Lionel Valenzuela: Departamento de Ingeniería Comercial, Universidad Técnica Federico Santa María, Av. Santa María 6400, Vitacura, Santiago 7630000, Chile
Rodrigo Ortega: Departamento de Ingeniería Comercial, Universidad Técnica Federico Santa María, Av. Santa María 6400, Vitacura, Santiago 7630000, Chile
Daniel Moscovici: Department of Environment Studies & Sustainability, Stockton University, Atlantic City, NJ 08205, USA
Adeline Alonso Ugaglia: Department of Economics and Management, Bordeaux Sciences Agro, INRAE, UMR Save, ISVV, 33170 Gradignan, France
Radu Mihailescu: Hotel Management School, NHL Stenden University of Applied Sciences, 8917 DD Leeuwarden, The Netherlands

Sustainability, 2022, vol. 14, issue 17, 1-14

Abstract: Sustainability in production and consumption is increasing in importance in many diverse industries worldwide. The wine industry is no exception. There are many wine-related eco-certifications that incorporate sustainability concepts; however, it is unknown to what extent wine consumers value such certifications in wine-producing countries such as Chile. An online survey was conducted in which 526 Chilean wine consumers were asked about their attitudes towards and willingness to pay for sustainably produced wines. Statistical analysis was undertaken using multiple linear regression. It is notable that 76% of respondents had previously purchased eco-certified wines (fairtrade, biodynamic, organic, natural, and sustainable), and there was an evident willingness to buy eco-certified wines in the future—78% expressed a willingness to buy organic wines, and 77% sustainable wines. Furthermore, we asked how much more willing the respondents would be to pay for wines with eco-certification; 22% indicated that they would be willing to pay a premium price, ranging from USD 5 to USD 16 more, for organic wines, while 19% expressed a willingness to pay the same price premium for sustainable wines.

Keywords: sustainability; willingness to pay; eco-certification; environment; Chile (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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