The willingness to pay of Sicilian consumers for a wine obtained with sustainable production method: An estimate through an ordered probit sample-selection model

Abstract

The growing presence of Sicilian sustainable wine has pushed the research group to investigate and analyse the consumers' behaviour and their potential willingness to pay a premium price for the wine obtained through sustainable production processes. The analysis of the consumer's behaviour towards the wine made with sustainable production methods is carried out in order to provide potentially useful indications to Italian and in particular Sicilian wine enterprises regarding the production and marketing strategies to undertake in a future perspective. This study shows the result of an empirical investigation on the consumption of sustainable wine in Sicily. Through the Ordered (demographic profile, preference and attitudes), which influence the consumers' choices regarding sustainable wine. The assessment, based on the submission of a questionnaire, has highlighted the willingness to pay a premium price on the part of the 546 consumers interviewed. The study points out that the knowledge of sustainable production methods significantly influences the decision to support a premium price for wine consumption. This attests to the fact that a more attentive and informed consumer is ready to pay more for products obtained according to the principles of environmental sustainability. Keywords: Wine, Willingness to pay, Sustainability, Price