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

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.

Automated summary

This study investigates consumer preferences for social sustainability labeling in the wine industry, particularly focusing on the fair treatment of workers in Italy. The results of a choice experiment with 500 consumers show that consumers are willing to pay a significant premium for wine produced by wineries that respect workers' rights, and there is a wide heterogeneity in consumer preferences for sustainability labeling based on different dimensions.