Consumers' perceptions, preferences and willingness-to-pay for wine with sustainability characteristics: A review

The results suggest that producing and marketing wine with sustainability characteristics is a promising strategy for quality differentiation, particularly for wine that is both local and organic. Moreover, marketers, retailers and producers will likely profit from developing information campaigns with a focus on environmental, as well as social and economic aspects to increase consumers' knowledge of sustainable wine production, thus creating preferences and influencing purchase behaviour. Gaining a deeper understanding of consumers' attitudes and their buying motives regarding different sustainability attributes is recommended for future studies. Since none of the articles examined purchase behaviour in real market scenarios with real market transactions, future research should focus, for example, on the analysis of household panel data as evidence of an attitude behaviour gap was found.