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Environmentally sustainable versus aesthetic values motivating millennials’ preferences for wine purchasing: evidence from an experimental analysis in Italy

Author

Listed:
  • Gianluigi Gallenti

    (University of Trieste)

  • Stefania Troiano

    (University of Udine)

  • Francesco Marangon

    (University of Udine)

  • Paolo Bogoni

    (University of Trieste)

  • Barbara Campisi

    (University of Trieste)

  • Marta Cosmina

    (University of Trieste)

Abstract

The interest in wine produced in an environmentally friendly manner is increasing in the global market among both consumers and producers. Moreover, numerous labelling and certification systems have been introduced to guarantee environmentally friendly production. Consumers can consider some environmental attributes in relation to their purchasing decisions as components of their ethical demands; such consumer behaviours can drive wine production to more sustainable models. This change depends on many factors, such as consumers’ willingness to pay for sustainable and ethical attributes and the effective communication of such attributes. Among consumers, young people belonging to the so-called millennial generation are the new wine consumers, and they represent an increasingly important segment of the global wine market. This study uses a choice experiment to investigate Italian millennials’ preferences toward two ethical attributes of wine: ‘carbon footprint claim’ and ‘winescape aesthetic’. The findings show considerable heterogeneity among respondents, the majority of whom seem to be interested in the carbon footprint claim, even if a group of them prefer to pay a premium price to consume high-quality wines. Our results indicate that winescape aesthetic does not appear to be an important attribute in guiding respondents’ preferences.

Suggested Citation

  • Gianluigi Gallenti & Stefania Troiano & Francesco Marangon & Paolo Bogoni & Barbara Campisi & Marta Cosmina, 2019. "Environmentally sustainable versus aesthetic values motivating millennials’ preferences for wine purchasing: evidence from an experimental analysis in Italy," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 7(1), pages 1-16, December.
    • Handle: RePEc:spr:agfoec:v:7:y:2019:i:1:d:10.1186_s40100-019-0132-x
    DOI: 10.1186/s40100-019-0132-x
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    2. Soregaroli, Claudio & Ricci, Elena Claire & Stranieri, Stefanella & Nayga, Rodolfo M. & Capri, Ettore & Castellari, Elena, 2021. "Carbon footprint information, prices, and restaurant wine choices by customers: A natural field experiment," Ecological Economics, Elsevier, vol. 186(C).
    3. Simone Del Sarto & Michela Gnaldi, 2022. "Spare time use: profiles of Italian Millennials (beyond the media hype)," Statistical Methods & Applications, Springer;Società Italiana di Statistica, vol. 31(5), pages 1403-1428, December.
    4. Valentina Di Chiara & Andrea Battistella & Vasco Boatto & Sandra Furlan & Luca Giavi & Silvia Liggieri & Anna Paiola & Eugenio Pomarici & Stefano Stefanucci, 2024. "Collaborative Approach for Achieving Ambitious Sustainability Goals: The Prosecco Sustainability Project," Sustainability, MDPI, vol. 16(2), pages 1-14, January.
    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.
    6. Giachino, Chiara & Pattanaro, Giulio & Bertoldi, Bernardo & Bollani, Luigi & Bonadonna, Alessandro, 2021. "Nature-based solutions and their potential to attract the young generations," Land Use Policy, Elsevier, vol. 101(C).
    7. Bernardo Corrado de Gennaro & Maria Bonaventura Forleo, 2019. "Sustainability perspectives in agricultural economics research and policy agenda," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 7(1), pages 1-5, December.
    8. Arian Seyedimany & Mehmet Haluk Koksal, 2022. "Segmentation of Turkish Wine Consumers Based on Generational Cohorts: An Exploratory Study," Sustainability, MDPI, vol. 14(5), pages 1-16, March.

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