Wine consumers' demand for social sustainability labeling: Evidence for the fair labor claim. Issue 4 (5th April 2022)

• Record Type: Journal Article
• Authors: Piracci, Giovanna; Boncinelli, Fabio; Casini, Leonardo
• Is Part Of: Applied economic perspectives and policy. Volume 44:Issue 4(2022)
• Page Start: 1742
• Page End: 1761
• Publication Date: 2022-04-05
• Subjects: ethical consumption -- fair working conditions -- food label -- food values -- wine marketing; Agriculture -- Economic aspects -- Periodicals; Agriculture and state -- Periodicals; 338.105
• DOI: 10.1002/aepp.13260
• Languages: English
• ISSNs: 2040-5790

Abstract

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.