Determinants of Purchasing Sustainably Produced Wines by Italian Wine Consumers

Jeff Gow, Daniel Moscovici, Rezwanul Rana, Azzurra Rinaldi, Adeline Alonso Ugaglia, Lionel Valenzuela, Radu Mihailescu and Rezwanul Haque
Additional contact information
Daniel Moscovici: School of Natural Sciences and Mathematics, Stockton University, Pinelands, NJ 08205, USA
Rezwanul Rana: Macquarie University Centre for the Health Economy & Australian Institute of Health Innovation, Macquarie University, Sydney, NSW 2109, Australia
Azzurra Rinaldi: School of Gender Economics, University Unitelma Sapienza of Rome, 00161 Roma, Italy
Adeline Alonso Ugaglia: Department of Economics and Management, Bordeaux Sciences Agro, 33170 Bordeaux, France
Lionel Valenzuela: Business Engineering Department, Universidad Tecnica Federico Santa Maria, Santiago 2340000, Chile
Radu Mihailescu: Economics and the Economics of Tourism, Stenden University, 8917 DD Leeuwarden, The Netherlands
Rezwanul Haque: School of Business, University of Southern Queensland, Toowoomba, QLD 4350, Australia

Sustainability, 2024, vol. 16, issue 19, 1-13

Abstract: The purpose of this paper is to determine which factors influence the willingness of Italian wine consumers to purchase and pay a premium for sustainably produced wine. Data from 522 Italian consumers were collected using an online convenience sampling method to capture their attitudes and knowledge towards sustainably produced wine. Respondent socio-demographic characteristics were analysed using descriptive statistics. Multivariate logistic regression was used to examine whether the willingness to pay a premium for sustainably produced wines differs significantly based on past environmental related purchasing behaviour and socio-demographic characteristics. The main determinants of Italian consumers’ purchases of sustainably produced wine are wine knowledge, age, previously having bought sustainably produced goods, previously having bought sustainably produced wine, and the price of wine. Income, education, or gender did not positively influence willingness to pay a premium value for sustainably produced wines. This study produced surprising results. Consumers in Italy are buying foods that are sustainably certified and over 60% would be willing to buy a sustainable wine, in theory.

Keywords: Italy; sustainable wine; willingness to purchase; consumer attitudes; environment (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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