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The growing consumer attention on sustainability and well-being has led the food industry and producers to increase their efforts towards traceability and more environmentally friendly processes. This new trend is well evident in light of the increasing importance that information about the production process and the health benefits of the commodities is gaining in the communication choices with which products are promoted in the market. The present chapter focuses on sustainable and natural wine, exploring the drivers behind the choice of this kind of product and considering in particular the motivations behind the segment of consumers who orient their behaviour by combining personal well-being objectives with sustainability issues, according to the terms of Lifestyle of Health and Sustainability (LOHAS). The research aims to provide a literature review of studies on “natural wines” and to draw a cognitive framework that can socially identify this “new” category of wine among consumers.

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Consumers’ Preferences and Behaviours for Sustainable and Natural Wines: An Overview of the Literature on the Italian Market

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  • 发表日期：

    2025年

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  • Veronica Alampi Sottini,
  • Silvio Menghini

摘要

The growing consumer attention on sustainability and well-being has led the food industry and producers to increase their efforts towards traceability and more environmentally friendly processes. This new trend is well evident in light of the increasing importance that information about the production process and the health benefits of the commodities is gaining in the communication choices with which products are promoted in the market. The present chapter focuses on sustainable and natural wine, exploring the drivers behind the choice of this kind of product and considering in particular the motivations behind the segment of consumers who orient their behaviour by combining personal well-being objectives with sustainability issues, according to the terms of Lifestyle of Health and Sustainability (LOHAS). The research aims to provide a literature review of studies on “natural wines” and to draw a cognitive framework that can socially identify this “new” category of wine among consumers.