What Does ‘Sustainable Wine’ Mean? An Investigation of French and Italian Wine Consumers
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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.
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