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Consumer Willingness to Pay for Sustainable Wine—The Chilean Case

Author

Listed:
  • 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)

  • Jeff Gow

    (School of Business, Faculty of Business, Education, Law and Arts, University of Southern Queensland, Toowoomba, QLD 4350, Australia
    Department of Agricultural Economics, Stellenbosch University, Stellenbosch 7600, South Africa)

  • 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)

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.

Suggested Citation

  • Lionel Valenzuela & Rodrigo Ortega & Daniel Moscovici & Jeff Gow & Adeline Alonso Ugaglia & Radu Mihailescu, 2022. "Consumer Willingness to Pay for Sustainable Wine—The Chilean Case," Sustainability, MDPI, vol. 14(17), pages 1-14, September.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:17:p:10910-:d:903633
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    References listed on IDEAS

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