Consumers' Intention to Purchase Environmentally Friendly Wines: A Segmentation Approach

There has been a remarkable increase in environmental consciousness worldwide. Consumers are beginning to change their behavior to integrate environmental considerations into lifestyle choices, such as how well products satisfy their needs and how these products affect the natural environment. In some cases, consumers have expressed a willingness to pay a premium for environmentally friendly products. A goal of marketing is informing the public of the availability of goods and services that will advance their quality of life. However, this is true only if marketing's communication aids in informing, educating, and channeling consumers' needs toward “green” products and services. This study investigated the relationship of wine consumers' environmental knowledge, attitudes, gender, and their expressed intention to pay more for an environmentally friendly wine. The results suggest these variables could be used for segmentation and for selective marketing to reposition the product and then redirect consumers toward environmentally friendly wine purchasing.