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Determinants of Purchasing Sustainably Produced Wines by Italian Wine Consumers

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  • Jeff Gow

    (School of Business, University of Southern Queensland, Toowoomba, QLD 4350, Australia
    School of Accounting, Economics and Finance, University of Kwazulu-Natal, Durban 4001, South Africa)

  • 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)

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.

Suggested Citation

  • Jeff Gow & Daniel Moscovici & Rezwanul Rana & Azzurra Rinaldi & Adeline Alonso Ugaglia & Lionel Valenzuela & Radu Mihailescu & Rezwanul Haque, 2024. "Determinants of Purchasing Sustainably Produced Wines by Italian Wine Consumers," Sustainability, MDPI, vol. 16(19), pages 1-13, September.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:19:p:8283-:d:1484087
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    References listed on IDEAS

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    1. Loureiro, Maria L., 2003. "Rethinking new wines: implications of local and environmentally friendly labels," Food Policy, Elsevier, vol. 28(5-6), pages 547-560.
    2. 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.
    3. Loureiro, Maria L. & Hine, Susan E., 2002. "Discovering Niche Markets: A Comparison Of Consumer Willingness To Pay For Local (Colorado Grown), Organic, And Gmo-Free Products," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 34(3), pages 1-11, December.
    4. Malorgio, Giulio & Hertzberg, Anna & Grazia, Cristina, 2008. "Italian wine consumer behaviour and wineries responsive capacity," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 44419, European Association of Agricultural Economists.
    5. Fabio Boncinelli & Andrea Dominici & Francesca Gerini & Enrico Marone, 2021. "Insights into organic wine consumption: behaviour, segmentation and attribute non-attendance," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 9(1), pages 1-16, December.
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    Cited by:

    1. Francesca Gagliardi & Leonardo Brogi & Gianni Betti & Angelo Riccaboni & Cristiana Tozzi, 2025. "Italian Consumer Willingness to Pay for Agri-Food Sustainable Certification Labels: The Role of Sociodemographic Factors," Sustainability, MDPI, vol. 17(15), pages 1-21, July.
    2. Emanuela Tria & Francesco Di Cosola & Francesco Bozzo & Arturo Casieri & Ervin Zeka & Alessandro Petrontino, 2025. "Sustainability and Quality in Wine Pricing: Insights from the Primitivo E-Commerce Market," Sustainability, MDPI, vol. 17(18), pages 1-21, September.

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