Previous research has suggested that consumers are becoming increasingly concerned by the effects of conventional agricultural food production practices on human health and environmental wellbeing. This study sought to understand whether environmentally sustainable practices in the vineyard would equate to advantages in the wine marketplace. Structured questionnaires were used to ascertain the views of wine consumers in Christchurch, New Zealand. The findings of this study indicate that consumers have a strong demand for wine which is produced using "green" production practices. Consumers believe that the quality of sustainable wine will be equal to or better than conventionally produced wine, and they are prepared to pay a higher price for this wine. © 2009 Elsevier Ltd. All rights reserved.