Purpose

This study aims to analyze the wine industry’s response to changing societal attitudes towards the environment. Environmental considerations are now an increasingly important factor in both production and purchasing behavior. While many eco-certifications exist, there is still consumer confusion between the multitude of eco wine certifications, lack of clarity about what consumers think about the wines, and not enough data about their willingness to pay (WTP) for these environmental characteristics.

Design/methodology/approach

This study clarifies what the various wine eco certifications are, quantifies consumer knowledge and ascertains their WTP for five environmental or sustainable wine certifications, namely, biodynamic, fair trade, organic, natural and sustainable. The authors surveyed 456 wine drinkers in the USA.

Findings

The authors found that millennials, women, unmarried individuals, those purchasing eco-certified foods, low-income individuals and those looking to celebrate a special occasion have a higher WTP for eco-certified wines compared to respondents who are older, male, married, do not buy eco-certified goods, have higher incomes and are purchasing the wine for a regular occasion. They recommend marketing and targeting those in the former group for environmental or sustainable wines.

Originality/value

The study is the only research project, of this kind, to evaluate five types of eco-certifications for wine in a single WTP analysis.

中文翻译：

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美国生态认证葡萄酒的偏好

目的

这项研究旨在分析葡萄酒行业对不断变化的社会对环境态度的反应。现在，环境因素已成为生产和购买行为中越来越重要的因素。尽管存在许多生态认证，但在众多生态葡萄酒认证，消费者对葡萄酒的看法缺乏明确性以及关于这些环境特征的支付意愿（WTP）的数据不足方面，消费者仍然感到困惑。

设计/方法/方法

这项研究阐明了各种葡萄酒生态认证是什么，量化了消费者的知识，并确定了其五项环境或可持续葡萄酒认证的WTP，即生物动力，公平贸易，有机，自然和可持续。作者对美国的456名饮酒者进行了调查。

发现

作者发现，与年龄较大，男性，已婚，不要购买经过生态认证的商品，收入较高，并且要定期购买葡萄酒。他们建议进行营销并针对前组中的环保或可持续葡萄酒。

创意/价值

该研究是此类研究中唯一的一项研究项目，可在一次WTP分析中评估五种葡萄酒的生态认证。