Main factors influencing consumer willingness to pay for sustainable wine

Abstract

This paper examines the factors influencing consumers' willingness to pay a premium for sustainable wine. Using survey data from 528 Sicilian consumers and a logistic regression model, we assess determinants of low versus high Willingness To Pay. Results show that attention to labels and environmental considerations positively influence Willingness To Pay, while higher prices negatively affect it. Other variables, though not statistically significant, suggest trends in consumer behavior. The paper concludes with implications for producers and marketers, offering recommendations to promote sustainable wine consumption in Sicily and beyond.