Identifying consumer preferences for sustainable wines in the Netherlands

Abstract

Worldwide, the wine industry is experiencing a shift to more sustainable production in hopes of capitalising on the changing demand patterns. Existing literature has focused on identifying consumer preferences in purchasing sustainable certified wines and on their willingness to pay (WTP) a price premium for them. The current study aims to contribute to that body of knowledge, adding novelty by focusing on a specific emerging and dynamic market. It analyses Dutch consumers’ willingness to buy (WTB) and WTP for sustainable wines by comparing WTB and WTP for different labels (Organic, Sustainable, Natural, Biodynamic and Fairtrade) and applying an innovative approach using the Bayesian Heckman Selection model. Results show that consumers’ valuation of certified wines is primarily driven by attitudinal and perceptual factors, while the actual purchasing decision is more strongly conditioned by knowledge, trust, and prior experience. Policy implications include strengthening the credibility of certification schemes through clearer standards, improved traceability, and transparent information provision to reduce informational asymmetries between producers and consumers.

The authors' abstract, as published at the source. Wine Economics and Policy, 2026 · DOI ↗