Th e 2020 certifi cation of natural wine (NW) in France has unleashed a heated debate in Europe. However, knowledge about NW consumer profi les and preferences in a comparative perspective remains scarce in the academic literature. Th is study aims to defi ne the perceptions, preferences and profi les of wine consumers who support a NW label. For this purpose, we employed analysis of variance, aprioristic factor analysis and multiple regression analysis to examine data from a direct survey performed in Italy and Spain in 2020. Findings reveal that NW consumers in both countries deem it necessary to establish a certifi cation for NW. However, we found signifi cant diff erences regarding consumers’ profi les, as well as purchasing preferences. In Spain, demand for NW certifi cation is linked to eco-healthy and proximity-craft attributes of wine, and is considered more important by non-professional consumers and those with lower educational level. In Italy, information on the label and the purchase experience are the most important factors to aid in recognizing NW, while women show a signifi cant interest in the NW certifi cation. Th ese fi ndings may help policymakers to establish homogeneous parameters to diff erentiate and certify NW
A certification for natural wine? A comparative analysis of consumer drivers in Italy and Spain
Annunziata A.;
2023-01-01
Abstract
Th e 2020 certifi cation of natural wine (NW) in France has unleashed a heated debate in Europe. However, knowledge about NW consumer profi les and preferences in a comparative perspective remains scarce in the academic literature. Th is study aims to defi ne the perceptions, preferences and profi les of wine consumers who support a NW label. For this purpose, we employed analysis of variance, aprioristic factor analysis and multiple regression analysis to examine data from a direct survey performed in Italy and Spain in 2020. Findings reveal that NW consumers in both countries deem it necessary to establish a certifi cation for NW. However, we found signifi cant diff erences regarding consumers’ profi les, as well as purchasing preferences. In Spain, demand for NW certifi cation is linked to eco-healthy and proximity-craft attributes of wine, and is considered more important by non-professional consumers and those with lower educational level. In Italy, information on the label and the purchase experience are the most important factors to aid in recognizing NW, while women show a signifi cant interest in the NW certifi cation. Th ese fi ndings may help policymakers to establish homogeneous parameters to diff erentiate and certify NWI documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
