Sustainability and Natural Wines: An Exploratory Analysis on Consumers

Sara Fabbrizzi, Veronica Alampi Sottini, Maria Cipollaro and Silvio Menghini
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Sara Fabbrizzi: Department of Agriculture, Food, Environment and Forestry (DAGRI), University of Florence, Piazzale delle Cascine 18, 50144 Florence, Italy
Veronica Alampi Sottini: Department of Agriculture, Food, Environment and Forestry (DAGRI), University of Florence, Piazzale delle Cascine 18, 50144 Florence, Italy
Maria Cipollaro: Department of Agriculture, Food, Environment and Forestry (DAGRI), University of Florence, Piazzale delle Cascine 18, 50144 Florence, Italy
Silvio Menghini: Department of Agriculture, Food, Environment and Forestry (DAGRI), University of Florence, Piazzale delle Cascine 18, 50144 Florence, Italy

Sustainability, 2021, vol. 13, issue 14, 1-13

Abstract: Wine production and consumption in Italy have a long tradition strongly linked to conventional products. Because of these market dynamics, the Italian wine industry has strongly increased the production of organic wines, as well as that of biodynamic and natural wines. Based on a qualitative survey of 210 wine consumers, this study explores the motivations which move the interests of consumers for the consumption of natural wine. The aim of the study is to verify if and how sustainability inspires demand. Considering the scarcity of studies on “natural wines” this research aims to provide a cognitive framework capable of giving a social representation of natural wine from the consumers’ side, although not reaching a generalizable result.

Keywords: natural wines; sustainability; consumer preferences; terroir; content analysis; free listing; cognitive saliency index (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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