This study aims to investigate consumer preferences for social sustainability labeling for wine. We explored the potential demand for a fair labor label that certifies wine produced through the fair treatment of workers in Italy, since the exploitation of migrant labor has become a preeminent issue in the country. We conducted a choice experiment on a sample of 500 consumers. Results indicated that they were willing to pay a considerable premium for wine produced by wineries that respects workers' rights and that there is a wide heterogeneity in consumer preferences for sustainability labeling according to the different dimensions underlying the label.

Wine consumers' demand for social sustainability labeling: Evidence for the fair labor claim

Piracci, G.
;
2022

Abstract

This study aims to investigate consumer preferences for social sustainability labeling for wine. We explored the potential demand for a fair labor label that certifies wine produced through the fair treatment of workers in Italy, since the exploitation of migrant labor has become a preeminent issue in the country. We conducted a choice experiment on a sample of 500 consumers. Results indicated that they were willing to pay a considerable premium for wine produced by wineries that respects workers' rights and that there is a wide heterogeneity in consumer preferences for sustainability labeling according to the different dimensions underlying the label.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11577/3548786
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