Consumer propensity for organic wine: a field study using a discrete choice-experiment in Friuli Venezia Giulia

The aim of this study is to investigate the behavior of consumers regarding the organic wine. In Italy the production of organic wine occupies a position of great importance, nevertheless the consumption of this type of wine is not so strong. Several reasons have diverted consumers' interest, such as the unflattering reputation that has marked the first wines produced using organic grapes, the perception of wine as an unnecessary and unhealthy drink, as well as the confusion arising from the presence of different types of wine labels. There have not been many studies regarding consumer attitudes toward organic wine. In this study we aim to help fill this gap by conducting a survey on the case study of the Friuli Venezia Giulia Region in Italy. To understand what factors may affect the propensity to buy wine a discrete choice experiment was carried out. The results of this research help to understand the differentiation between organic and local food products.