Determinants of Purchasing Sustainably Produced Wines by Italian Wine Consumers
Article
Article Title | Determinants of Purchasing Sustainably Produced Wines by Italian Wine Consumers |
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ERA Journal ID | 41498 |
Article Category | Article |
Authors | Gow, Jeff, Moscovici, Daniel, Rana, Rezwanul, Rinaldi, Azzurra, Ugaglia, Adeline Alonso, Valenzuela, Lionel, Mihailescu, Radu and Haque, Rezwanul |
Journal Title | Sustainability |
Journal Citation | 16 (19) |
Article Number | 8283 |
Number of Pages | 13 |
Year | 2024 |
Publisher | MDPI AG |
Place of Publication | Switzerland |
ISSN | 2071-1050 |
Digital Object Identifier (DOI) | https://doi.org/10.3390/su16198283 |
Web Address (URL) | https://www.mdpi.com/2071-1050/16/19/8283 |
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 | sustainable wine; Italy; environment; consumer attitudes; willingness to purchase |
Contains Sensitive Content | Does not contain sensitive content |
ANZSRC Field of Research 2020 | 401102. Environmentally sustainable engineering |
Byline Affiliations | School of Business |
University of KwaZulu-Natal, South Africa | |
Stockton University, United States | |
Macquarie University | |
University Unitelma Sapienza of Rome, Italy | |
Bordeaux Sciences Agro, France | |
Federico Santa Maria Technical University, Chile | |
Stenden University of Applied Sciences, Netherlands |
https://research.usq.edu.au/item/zv010/determinants-of-purchasing-sustainably-produced-wines-by-italian-wine-consumers
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