Understanding Factors Associated with Interest in Sustainability-Certified Wine among American and Italian Consumers

Abstract

The wine industry has been witnessing a growth in businesses crafting sustainability-certified wines and in the attention of consumers to sustainability, especially in the United States and Italy. To identify the characteristics of consumers who prefer sustainability-certified wine, this study analysed the relationship between consumers’ demographics, wine buying behaviour, and interest in sustainability-certified wine, focusing on these two countries for comparison. Data were collected through an online survey of US and Italian consumers. Through correspondence analysis, k-modes clustering analysis, and multi-way correspondence analysis, this study revealed a stronger relationship between demographics and interest in sustainability-certified wine among US consumers than Italian consumers. In particular, middle-aged US consumers exhibited a greater interest than seniors. The patterns of connections between consumers’ wine buying behaviour and interest in sustainable wine were similar for the two countries. In particular, consumers who purchase wine weekly had a keen interest, and those who purchase wine sporadically had no or little interest. Furthermore, this study uncovered the intricate relationship among various variables, providing a comprehensive understanding of the association between wine consumer characteristics and their interest in sustainability-certified wine.