The role of Terroir in wine consumption: a cross-country analysis of consumers’ perception and sociodemographic influences

Abstract

In the wine industry, terroir’s concept connects environmental, biological and cultural factors with consumer perception and product identity. Terroir is central to both enological research and marketing. However, its interpretation varies across countries and demographic groups, revealing the diverse cultural understandings of wine. This study examines how consumers in different countries perceive terroir in relation to other wine attributes, and the impact of sociodemographic factors on this perception. Data were collected online using the CAWI method and a Correspondence analysis (CA) was employed. The results show that terroir emerges as a distinctive, culturally embedded concept primarily associated with Spain and Italy, where it reflects tradition, locality and authenticity. By contrast, Northern European consumers place greater value on sustainability-related attributes such as ethical practices, certifications and fair pricing. The perceptions of terroir also vary by demographic profile and countries. These findings emphasise that terroir is a multifaceted, culturally distinct concept, providing valuable insights for producers who are looking to strengthen market differentiation and communicate origin-based and sustainability values more effectively and policymakers to foster territorial branding strategies.

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