Consumers’ heterogeneity towards climate change in the wine sector: sustainability perceptions and purchasing patterns across countries

Abstract

Sustainable consumption is becoming widespread, reflecting a shift in values and food choices. Wine combines the symbolic and experiential aspects of consumption with the environmental and territorial value of production. The relationship between sustainability, attitudes and wine preferences differs for wine in relation to its strong hedonic and emotional value. The study aims to analyse wine consumers’ sustainable orientations and preferences in six countries and to identify consumer profiles. A Principal Component analysis showed two components: Green purchasing attitude and Hedonic-traditional orientation. A segmentation approach is used to explore how attitudes regarding sustainability shape the heterogeneity of wine consumers across countries. Using these components, a cluster analysis identified four consumer segments: Wine is just wine (18.8%) included uninvolved consumers with limited interest. The Green idealists (33.4%) prioritise sustainability over hedonistic aspects. The Don’t touch my wine group (20.6%) was traditional and valued the sensory aspects of wine. The Balanced hedonists (27.2%) integrated sustainability with enjoyment, showing a balance between responsibility and pleasure. Socio-demographic attributes define a meaningful profile in terms of age and gender and country of origin with significant differences. Younger Italians have proven to be careful in choosing sustainable wines, demonstrating sensitivity to environmental issues, while many US consumers, especially men, have shown little interest in sustainability, instead supporting the hedonistic and pleasurable value of wine, appreciating wines with higher alcohol content. The results highlight the coexistence of diverse orientations towards wine preferences and sustainability. Although one cluster combines sustainability and hedonistic values, the other clusters are polarised. These differences could inform marketing strategies that target consumers. At the same time, promoting sustainable wine in a way that takes cultural and experiential aspects into account could improve consumer awareness.

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