Determinants of interest in eco-labelling in the Ontario wine industry

The purpose of this research was to explore the degree interest from members of the Ontario wine industry in an eco-labelling program for the Ontario wine industry to compliment the current voluntary environmental initiative and to identify barriers and motivations to participation. Structured face-to-face interviews with members of the Ontario wine industry were used to assess interest and motivations and barriers. The qualitative data was coded and analysed for common themes. All industry members interviewed indicated that they would consider participating in an eco-labelling program. Motivations included continuing environmental improvement, increased visibility and improved public perception. Deterrents included time and money required to obtain certification and the format of the program. These results indicate a high degree of interest from Ontario wine industry members in developing a formalized eco-certification and labelling program to accompany the existing voluntary environmental initiative. These results could help the Ontario wine industry decide whether to move forward with such a program. Additionally, the results shed light more generally on factors that may motivate or deter industries from participation in eco-labelling programs. There is currently little research investigating the potential for eco-labels in the wine industry and the majority of that which exists tends to focus on consumer interest rather than industry interest or willingness. Additionally, there is limited research on the potential for eco-labelling in the Ontario or Canadian wine industries.