Consumers’ willingness to consume sustainable and local wine in Italy

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.