Sustainability in the wine sector: An empirical analysis of the level of awareness and perception among the Italian consumers

Purpose The purpose of this paper is to analyse the level of awareness of the topic of sustainability among Italian consumers in the wine sector and their perception – that is, what does it mean to consumers – of this issue. Design/methodology/approach This paper develops a quali-quantitative study on a random sample of Vivino reviews analysed through content analysis. Findings Awareness of topic of sustainability among Italian wine consumers is currently low, although it is increasing. It is not among the main factors that influence the choice of wine among Italian consumers, who are still mainly attracted by organoleptic properties and characteristics linked to the terroir concept. Research limitations/implications The research utilises a random sample, and the analysis is limited to the perception of consumers using online word of mouth (WOM). Practical implications To develop a long-term perspective on sustainability in the wine sector, it is necessary to have the courage to make a distinction between sustainability and short-term commercial performance. In addition, a cultural change in wine consumers is necessary and requires a willingness to pay a premium price for sustainable products. Originality/value Research on the awareness and perception of Italian wine consumers diffused by online WOM through communities such as Vivino has not yet been carried out.