Agribusiness· 2026Q1
The Effect of Sustainability Information on Consumers' Preferences for Fungus‐Resistant Grape Wine
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- 2026year
Short summary
Communicating sustainability information, regardless of whether it emphasizes environmental or social benefits, significantly increases consumers' willingness to pay for fungus-resistant grape (PIWI) wines.
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Key points
- Sustainability information significantly increases consumer willingness to pay for fungus-resistant grape (PIWI) wines.
- Both environmental and social sustainability messages positively impact willingness to pay.
- No significant difference was found between the effectiveness of environmental versus social sustainability framing.
- The study involved 766 Italian consumers using a discrete choice experiment.
AI-generated from the title and abstract; the full text is not read.
Abstract
ABSTRACT The demand for sustainable food production is intensifying the need to reduce the environmental and social impacts of pesticide use in agriculture. In viticulture, where dependence on pesticides is high because grapevines are susceptible to fungal diseases, fungus‐resistant grape varieties (PIWI) offer a promising strategy to reduce chemical inputs and promote sustainability. Despite these benefits, PIWI wines remain a niche product, limited by regulatory constraints, production challenges, and low consumer awareness. This study investigates how sustainability‐related information influences consumer preferences and willingness to pay (WTP) for PIWI wines. A discrete choice experiment with 766 Italian consumers tested the effectiveness of messages emphasizing environmental versus social sustainability. Results show that providing sustainability information significantly increases WTP, although no significant differences emerge between environmental and social framing. These findings suggest that the presence of sustainability communication, rather than its specific focus, drives consumer engagement.
The authors' abstract, as published at the source. Agribusiness, 2026 · DOI ↗
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