Main Article Content



Italian consumer behavior, local wine, logistic regression, sustainable wine, willingness to consume


Wine production is a relevant sector of the Italian economy and recently consumer demand has drastically changed due to their orientation towards new attributes of quality wines. Sustainability aspects are credence attributes that have an effect on consumers’ perceived quality. Moreover, local production of wine is seen as a sign of quality. However, much is still to be studied about drivers that can push consumers towards new quality attributes of wine such as sustainability and local production. Profiling consumers could be a first step to better understand consumers’  decisions on local and sustainable wine. Thus, the paper has the purpose of understanding the Italian consumers’ willingness to consume sustainable and local wine. Data has been collected from a sample of Italian consumers (N=1,099) using a web-based survey. A binary logistic regression model,  selected on the basis of the model  AIC was used. The findings showed the large majority of the interviewed are willing to consume local and sustainable wine.

Abstract 362 | pdf Downloads 310


Boncinelli F., Dominici A., Gerini F. and Marone E. 2019. Consumers wine preferences according to purchase occasion: Personal consumption and gift-giving. Food Qual. Prefer. 71: 270-278. DOI:

Berghoef N. and Dodds R. 2013. Determinants of interest in eco-labelling in the Ontario wine industry. J. Clean. Prod. 52:263-271.

CBI, 2016. CBI Product factsheet: sustainable wine in Europe. Retrieved from Accessed 18 July 2019.

Crescimanno M. and Galati A. 2014. Competitiveness of Italian wines in the international market. Bulg. J. Agric. Sci., 20:12-22.

Dal Vecchio A., Massaglia S., Merlino V.M., Borra D. and Hao M. 2018. Italian wines in china’s e -commerce market: focus on piedmont region products. Ital. J. Food Sci. 30:393-413. DOI:

D’Amico M., Di Vita G. and Monaco L. 2016. Exploring environmental consciousness and consumer preferences for organic wines without sulfites. J. Clean. Prod. 12064-71.

Delmas M.A. and Lessem N. 2017. Eco-premium or eco-penalty? Eco-labels and quality in the organic wine market. Bus. Soc. 56:318-356.

Defrancesco E., Perito M.A., Bozzolan I., Cei L. and Stefani G. 2017. Testing Consumers' Preferences for Environmental Attributes of Pasta. Insights from an ABR Approach. Sustainability. 9(10):1701. /10.3390/su9101701.

Di Vita G., Chinnici G. and D’Amico M. 2014. Clustering attitudes and behaviours of Italian wine consumers. Qual. Access Suc. 15:54-61.

Fabbrizzi S., Marinelli N., Menghini S. and Casini L. 2017. Why do you drink? A means-end approach to the motivations of young alcohol consumers. Brit. Food J. 119(8):1854-1869. DOI:

Fernqvist F. and Ekelund L. 2014. Credence and the Effect on Consumer Liking on Food -A Review. Food Qual. Prefer. 32:340-353. DOI:

Forbes L., Cohen D.A., Cullen R., Wratten S.D. and Fountain J. 2009. Consumer attitudes regarding environmentally sustainable wine: An exploratory study of the New Zealand marketplace. J. Clean. Prod. 17 (13)

Gabzdylova B., Raffensperger J.F. and Castka P. 2009. Sustainability in the New Zealand wine industry: drivers, stakeholders and practices. J. Clean. Prod. 17(11):992-998. DOI:

Gallenti G., Troiano S., Marangon F., Paolo Bogoni P., Campisi B. and Cosmina M. 2019. Environmentally sustainable versus aesthetic values motivating millennials’ preferences for wine purchasing: evidence from an experimental analysis in Italy. Agr. Food Ec. 7:12. DOI:

Ginon E., Ares G., dos Santos Laboissière L.H.E., Brouard J., Issanchou S. and Deliza R. 2014. Logos indicating environmental sustainability in wine production: An exploratory study on how do Burgundy wine consumers perceive them. Food Res. Int. 62: 837-845.

Golan E., Kuchler F., Mitchell L., Greene C. and Jessup A. 2001. Economics of food labeling. J. Cons. Policy 24(2): 117-184. DOI:

Grankvist G. and Biel A. 2001. The importance of beliefs and purchase criteria in the choice of eco-labeled food products. J. Environ. Psychol. 21(4):405-410.

Gujarati D.N. 2004. Basic Econometrics, 4th ed., Tata McGraw-Hill, New York, NY.

Jaeger S.R., Mielby L.H., Heymann H., Jia Y. and Frøst, M.B. 2013. Analysing conjoint data with OLS and PLS regression: A case study with wine. J. Sc. Food Agric. 93:3682-3690. DOI:

Kim, H. and Bonn, M. A. 2015. The moderating effects of overall and organic wine knowledge on consumer behavioral intention. Scand. J. Hosp. Tour. 15(3):295-310. DOI:

Klohr B., Fleuchaus R. and Theuvsen L. 2013. Sustainability: Implementation programs and communication in the leading wine producing countries. Academy of wine business, 7th International Conference of the Awbr, 12-15 June 2013, Ontario, Canada.

Lähteenmäki L. 2013. Claiming health in food products. Food Qual. Prefer. 27(2): 196-201.

Loureiro, M.L. 2003. Rethinking new wines: implications of local and environmentally friendly labels. Food Pol. 28(5-6):547-560.

Lockshin L. and Corsi A.M. 2012. Consumer behaviour for wine 2.0: A review since 2003 and future directions. Wine Ec. Policy. 1(1):2-23.

Mann S., Ferjani A. and Reissig L. 2012. What matters to consumers of organic wine? Brit. Food J. 114(2):272-284.

Marinelli N., Fabbrizzi S., Alampi Sottini V., Sacchelli S., Bernetti I. and Menghini S. 2014. Generation Y, wine and alcohol. A semantic differential approach to consumption analysis in Tuscany. Appetite. 75:117-127.DOI:

Marone E., Bertocci M., Boncinelli F. and Marinelli N. 2017. The cost of making wine: A Tuscan case study based on a full cost approach. Wine Ec. Policy. 6:88-97.

Magnusson M.K., Arvola A., Hursti U.K.K., Åberg L. and Sjödén P.O. 2003. Choice of organic foods is related to perceived consequences for human health and to environmentally friendly behaviour. Appetite. 40(2):109-117. DOI:

Mueller Loose S. and Remaud H. 2013. Impact of corporate social responsibility claims on consumer food choice: A cross-cultural comparison. Brit. Food J. 115(1):142-166. DOI:

Nait Mohand N., Hammoudi A., Radjef M.S., Hamza O. and Perito M.A. 2017. How do food safety regulations influence market price? A theoretical analysis. Brit. Food J. 119(8):1687-1704. DOI:

NONISMA, 2017. Numeri &Tendenze Vino Bio Vinitaly 10.04.2017 Gran Bretagna, Germania, Italia: numeri e tendenze del vino biologico sul mercato Europa. Retrieved from Accessed 19 October 2019.

Perito M.A., Sacchetti G., Di Mattia C.D., Chiodo E., Pittia P., Saguy I.S. and Cohen E. 2019. Buy Local! Familiarity and Preferences for Extra Virgin Olive Oil of Italian Consumers. J. Food Prod. Marketing. 25(4):1-16.

Perrouty J.P., d'Hauteville F. and Lockshin L. 2006. The influence of wine attributes on region of origin equity: An analysis of the moderating effect of consumer's perceived expertise. Agribusiness. 22(3):323-341.

Pomarici E., Lerro M., Chrysochou P., Vecchio R. and Krystallis A. 2017. One size does (obviously not) fit all: Using product attributes for wine market segmentation. Wine Ec. Policy. 6:98-106. DOI:

Pomarici E., Amato M. and Vecchio R. 2016. Environmental friendly wines: a consumer segmentation study. Agric. Agricult. Sc. Proc. 8:534-541.

Pomarici E., Amato M. and Vecchio R. 2014. Value of a sustainability label for wine: A non hypothetical experiment. In: Contemporary Trend and Perspectives in Wine and Agrifood Management (D. Vrontis, W. Weber, E. Tsoukatosa and A. Maizza eds.), Euromed Press, Cyprus, 317-328.

Pomarici E. and Vecchio R. 2014. Millennial generation attitude to sustainable wine: an exploratory study on Italian consumers. J. Clean. Prod. 66:537-545. DOI:

Pucci T., Faraoni M., Rabino S. and Zanni L. 2016. Willingness to pay for a regional winebr and. Micro & Macro Marketing. 1:39-54. DOI:

R Development Core Team. 2018. R: a language and environment for statistical computing. R Foundation for Statistical Computing, Vienna, Austria. Retrieved from Accessed 18 July 2019.

Schaufele, I. and Hamm U. 2017. Consumers’ perceptions, preferences and willingness-to-pay for wine with sustainability characteristics: A review.J. Clean. Prod. 147:379-394.

Sáenz-Navajas M.P., Campo E., Sutan A., Ballester J. and Valentin D. 2013. Perception of wine quality according to extrinsic cues: The case of Burgundy wine consumers. Food Qual. Prefer. 27:44-53.

Sellers R. 2016. Would you pay a price premium for a sustainable wine? The voice of the Spanish consumer. Agric. Agricult. Sc. Proc. 8:10-16. DOI:

Sellers-Rubio R. and Nicolau-Gonzalbez J.L. 2016. Estimating the willingness to pay for a sustainable wine using a Heckit model. Wine Ec. Policy. 5:96-104

Sogari G., Mora C. and Menozzi D. 2013. Consumers’ perception of organic wine. A case study of German and Italian young consumers. In “Wine and tourism. A value-added partnership for promoting regional economic cycles”. L.M. Lun, A. Dreyer, H. Pechlaner and Schamel, G. (Eds.), Proceedings of the 3rd Symposium of the Workgroup Wine and Tourism of the German Society of Tourism Research (DGT) (pp. 101-112) EURAC book.

Sogari G., Corbo C., Macconi M., Menozzi D. and Mora C. 2015. Consumer attitude towards sustainable-labelled wine: an exploratory approach. Int. J. Wine Business Res. 27(4):312-328. DOI: 10.1108/IJWBR-12-2014-0053.

Sogari G., Mora C., Menozzi D. 2016. Sustainable wine labeling: a framework for definition and consumers’ perception. Agr. Agricult. Sci. Proc. 8:58-64. DOI:

Szolnoki G. 2013. A cross-national comparison of sustainability in the wine industry. J. Clean. Prod. 53:243-251.

van Dam Y.K. and van Trijp, H.C.M. 2011. Cognitive and motivational structure of sustainability. J. Econ. Psychol. 32(5):726-741. DOI:

Veale R. and Quester P. 2008. Consumer Sensory Evaluations of Wine Quality: The Respective Influence of Price and Country of Origin. J. Wine Econ. 3(1):10-29. DOI:

Verain M.C., Bartels J., Dagevos H., Sijtsema S.J., Onwezen M.C. and Antonides G. 2012. Segments of sustainable food consumers: a literature review. Int. J. Consumer Stud. 36(2):123-132.

Verbeke W. 2015. Profiling consumers who are ready to adopt insects as a meat substitute in a Western society. Food Qual. Prefer. volume 39 pp. 147-155. 10.1016/j.foodqual.2014.07.008

Yang Y. and Paladino A. 2015. The case of wine: understanding Chinese gift-giving behavior. Market. Lett. 26(3):335-361.

Zucca G., Smith D.E. and Mitry D.J. 2009. Sustainable viticulture and winery practices in California: What is it, and do customers care? Int. J. Wine Res. 2: 189-194. DOI: