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 wineproduced through the fair treatment of workers in Italy, since the exploitation of migrant labor has become a pre-eminent issue in the country. We conducted a choiceexperiment on a sample of 500 consumers. Results indicated that they were willing to pay a considerable pre-mium 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.