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Why consumers drink natural wine? Consumer perception and information about natural wine

AuthorsVecchio, Riccardo; Parga-Dans, Eva ; Alonso-González, Pablo CSIC ORCID ; Annunziata, Azzurra
KeywordsRegular wine consumers
Natural wine
Online survey
Issue Date5-Oct-2021
CitationAgricultural and Food Economics 9(22): 1-16 (2021)
AbstractSimilar to other foods, the concept of natural wine is much debated due to the lack of a clear and regulated definition, leading to a proliferation of heterogeneous norms and standards proposed from different natural wine associations at national levels. The current study explored the aspects which mediate individuals’ information and perception of natural wine, and the rationale behind natural wine consumption behavior among Italian (n = 501) and Spanish (n = 527) regular wine consumers. The results reveal a quite low self-reported degree of perceived information by Italian respondents and slightly higher levels among Spanish ones. The key drivers of natural wine consumption in both countries are wine consumption frequency, information, and natural product interest. In contrast, higher wine involvement levels decrease natural wine consumption frequency in both Italy and Spain. The findings also show that different perceptions lead to diverse motivations, suggesting the need for more homogeneous standards to mitigate the level of information asymmetry currently on the market.
Publisher version (URL)https://doi.org/10.1186/s40100-021-00197-1
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