Wine consumer preferences for sustainability attributes: A choice experiment of Californian Sauvignon blanc purchasers

Abstract

In an increasingly saturated global market, winegrowers and wineries have an opportunity for product differentiation born out of environmental and social pressures coupled with consumer preferences. The promotion of sustainability certification labeling is gathering pace in New Zealand’s most valuable wine market globally, California, USA. However, there is a risk that the prominent use of symbol and icon type labels may obscure individual sustainability attributes and weaken signalling to consumers searching for sustainability credentials. This presentation reports on the application of a choice experiment to identify and measure Californian Sauvignon blanc consumer preferences for components of sustainability certification schemes such as Sustainable Wine New Zealand and Certified California Sustainable Winegrowing. Results provide insights into the relative importance placed by consumers on individual attributes of sustainability schemes, and can provide focus for marketing and producers.