Italian wine consumers interest for eco-friendly information on the back label

Abstract Our study study examines wine consumers stated interest toward eco-friendly information reported on the bottle back label. A convenience sample of 301 Italian wine drinkers (i.e. over 18 years old and consumers of wine at least once a month) were interviewed by computer aided telephonic interviews (CATI), by a professional agency. Questions investigated respondents shopping patterns, attitude toward environment and general socio-demographic characteristics. Outcomes reveal that frequent drinkers are less interested in eco-information on the back label; similarly young individuals are generally not interested in this feature. Furthermore, in sound with recent literature, higher income and education level positively affects interest toward eco-friendly information on wine back label. Findings contribute to literature providing data on the usefulness of wine back label as a source of information for consumers keen to embrace sustainable consumption patterns. © 2015, SRAC - Societatea Romana Pentru Asigurarea Calitatii. All rights reserved.