What Does ‘Sustainable Wine’ Mean? An Investigation of French and Italian Wine Consumers
While academics and wine industry practitioners have focused on the topic of sustainability, especially the environmental dimension, little research has assessed what the concept of sustainability actually means to wine consumers. This chapter examines whether wine consumers mention the social dimension when they describe what sustainability means to them, and whether social sustainability is important to them. Data for this research on French and Italian wine consumers was collected using an online survey.
KeywordsSustainable wine Wine consumer perceptions Pick-any approach Old wine world countries
The authors are thankful to Martin Sayas and Carlotta Grimani for their assistance during the surveys in France and Italy.
- CBI. (2016). Product factsheet: Sustainable wine in Europe. CBI Market Intelligence. The Netherlands: Ministry of Foreign Affairs.Google Scholar
- Remaud, H., & Sirieix, L. (2012). Les vins éco-labellisés face aux vins conventionnels en France et en Australie: Quelle perception des consommateurs et quelles implications marketing? [Eco-friendly wines as opposed to conventional wines in Australia and France: From consumers’ perceptions to marketing implications]. Décisions Marketing, 67, 23–35.Google Scholar