Environmental Friendly Wines: A Consumer Segmentation Study

Our study examines wine consumers stated interest toward eco-friendly wines. A convenience sample of 301 Italian wine drinkers (i.e. over 18 years old and consumers of wine at least once a month) were interviewed by computer aided telephonic interviews (CATI), by a professional agency. Questions investigated respondents shopping patterns, attitude toward environment and general socio-demographic characteristics. Cluster analysis findings reveal that the majority of consumers are poorly interested in environmental-friendly wines (68%). However, the other segment - which includes higher spenders and wine experts - seems a promising target for wineries oriented towards sustainability.