Organic wine between health and competitiveness

Do exist factors, from the consumption side, blocking or promoting the development and diffusion of organic wine? What kind of relationship exists between the attention that consumers assign to the theme of environmental sustainability, their worries for matters of health and the spreading of organic wine? These questions led us to investigate purchasing behaviour of organic products and especially of organic wine, in order to understand the existence of consumption factors which do not stimulate on offer. The research proposes a survey of 200 Italian consumers in order to understand attitudes towards organic wine, with through the implementation of a cluster analysis. The findings of this work would offer indications that may contribute to better strategic and tactical wine production and marketing decisions and for government bodies interested in designing economic, social and environmental sustainable development programs.