Wine consumers’ environmental knowledge and attitudes: Influence on willingness to purchase

Abstract

The last two decades have witnessed a dramatic increase in environmental consciousness worldwide. Consumers are now changing their behavior to integrate environmental considerations into lifestyle choices. This change includes consumers' purchasing decisions based upon how well products satisfy their needs and how these products affect the natural environment. In some cases, consumers are willing to pay a premium for environmentally friendly products. Marketing professes to serve the benefi t of the public by informing them of the availability of goods and services that will advance their quality of life. However, this is only true if marketing's communication approach and methods of promotion aid in informing, educating, and channeling the needs of current and future consumers toward "green" products and services. Using wine as the product, the purpose of this study is to determine the relationship of a consumer's involvement with a product and the environment, their knowledge of environmental issues and attitudes toward the environment, and their willingness to purchase the product. The results suggest personality segmentation, through selective marketing and redirecting of consumers needs and wants toward environmentally friendly wine products. For example, what wine consumers actually know about environmental wine issues is associated with their involvement with environmental issues more than what they self-assess they know about wine.

Exploring the Consumer Behavior of Intention to Purchase Green Products in Belt and Road Countries: An Empirical Analysis

“…Furthermore, the users' product attitudes were affected by their subjective knowledge. These results were consistent with those reported by Barber et al [19]. Specifically, the higher the consumer awareness of green home appliances, such as knowing that green home appliances with a green mark save energy, the greater their preference for green home appliances will be.…”

“…In the present market, these barriers prevent consumers from understanding how green products affect the environment. More than 80% of Taiwanese people pay additional money to buy products associated with environmental protection, and more than 60% of these consumers pay an additional 10% to purchase green products [19]. In addition, Taiwanese government officials have encouraged people to conserve energy and reduce their carbon dioxide production, promoting political issues regarding standardized energy prices.…”

“…Objective knowledge affects consumers' environmental attitudes, whereas subjective knowledge does not [19]. Polonsky et al [52] reported that objective knowledge positively affects consumer environmental attitudes.…”

Millennial Generation and Environmental Sustainability: The Role of Social Media in the Consumer Purchasing Behavior for Wine

“…Particularly in New World wine-producing countries (South Africa, New Zealand, Australia and USA), there has been an increasing proliferation of wines labelled as sustainable [8,18,21,22]. Many wineries understand that being environmentally friendly has become a strategic business asset for differentiation [23,24].…”

Model of acceptance of a new type of beverage: application to natural sparkling red wine

“…In the field of wine, the findings are contradictory. Whilst some authors have shown the influence of the social norm to be one of the most important factors in purchasing decisions (Barber et al, 2009;Barber, 2012), others have reported that the social norm does not influence product acceptance (James & Christodoulidou, 2011;De-Magistris et al, 2015). In light of this background, the following hypothesis was proposed with a view to gaining insight into the contradictory findings of studies on wine: H7.…”