Riassunto analitico
Sustainable consumption requires higher consciousness and responsibility from consumers, with a changing in the lifestyles and by making purchase decision which enables to respect the environment and therefore achieving high levels of well-being and satisfaction. Statistics on organic food market show positive trends, however consumption appears quite low considering the consumption in conventional food market. This means that consumers are not enough responsive to policies on sustainable consumption. The present research aims to contribute on sustainable consumption analysing and understanding the consumer’s behaviour towards biodynamic wine. Therefore, it has been conducted a survey, through the compilation of questionnaires, to understand if people know this kind of product and if they are interested in it, moreover it has been investigated which factors push and drive people in the choice of biodynamic wine. A considerable number of consumers have positive perceptions regarding the sustainable production method and consequently they show a willingness to pay a premium price for sustainable wine. However, the results suggest that in the case of biodynamic wine, the lack of regulations leads to uninformed consumers which seem to be unconscious about the differences among biodynamic, organic and natural wines and thus the information asymmetry could lead people in a lower willingness to pay a premium price for this product.
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