Understanding the willingness to pay for sustainable wine: a meta-analytical approach

In recent years, numerous studies have explored consumers' perceptions and trends regarding sustainability attributes in wine products. One of the most common quantitative approaches for assessing consumer preference is evaluating their willingness to pay (WTP). Through a meta-analysis, we statistically synthesized and evaluated marginal WTP estimates for various sustainability attributes in wine, aiming to identify moderators that might explain WTP heterogeneities. We explored preferences for sustainability aspects through different classification approaches, helping to unpack the complex nature of sustainability in the wine industry. Following a rigorous systematic review protocol, we selected 52 studies based on predefined eligibility criteria. Our findings highlight that social sustainability remains underexplored, with no significant influence on wine consumers’ purchasing behavior. In contrast, environmentally beneficial attributes command higher premium prices, particularly when framed as vineyard practices. However, alternative sustainable packaging is, on average, less favorably perceived by consumers. The review also reveals systematic effects on marginal WTP due to study characteristics, such as methodology and geographical area. The application of quantile regression models underscored the variation in the effects of the independent variables across the marginal WTP distribution. In particular, we found that consumers who are willing to pay lower prices for sustainability attributes do not discriminate between different sustainability aspects or communication forms. These findings provide valuable insights for producers and policymakers, offering a statistical synthesis that can guide product valorization strategies and sustainability-oriented policies.