New research (pdf) looks into how age influences consumer attitudes and their willingness to pay for sustainably produced wine. The research is based on a survey of approximately 2,500 wine consumers across seven countries: the United States, South Africa, Netherlands, Italy, France, Chile and Australia.
The study finds that younger consumers, those aged 18 to 44, are more inclined to view sustainable wine certification as important compared to older consumers aged 45 and above. This younger group also shows a slightly higher willingness to pay a premium for sustainably produced wines. However, while the willingness to pay among younger consumers is marginally higher, the difference is not significantly greater than that of older consumers. The more significant factor determining a consumer’s willingness to pay for sustainable wines is whether they perceive sustainable certification as important.
Other factors such as gender also play a role. The research reveals that women are more likely to pay a premium for sustainably certified wines. Additionally, among older consumers, a higher level of education is associated with a lower likelihood of paying more for sustainable wines. Interestingly, the study found that income and wine knowledge did not significantly influence the willingness to pay for sustainable wines across age groups.
