Sustainable wine choice
Résumé
Among the products highly contributing to pesticide use, the wine sector is one of particular environmental concern. Main drivers of sustainable wine consumption are reviewed with a focus on the environmental dimension of the sustainability. We propose to analyze key patterns of consumers' preferences for sustainability through three main dimensions. The first dimension is related to the risky context of pesticides use and to the expected benefits of the environmentally-friendly products. The second dimension is related to the credence attribute of sustainability and to the consumers trust in eco-labels. The third dimension is related to individual heterogeneity of consumers. The aim is to take into account the existence of consumer segments and to focus on the determinants of choice by segment in order to identify the most effective levers to promote environmental choice.