Consumer acceptance of fungus-resistant grape wines: Evidence from Italy, the UK, and the USA

While there is evidence of consumers’ interest in wine sustainability, acceptance of innovations in wine production is not guaranteed. The current study addresses this issue by analyzing consumers’ acceptance of fungus-resistant grape (FRG) wines, a sustainable innovation that can substantially reduce the need for chemical inputs in viticulture. To do so, by means of an online survey including large samples of regular wine drinkers in Italy (N = 752), the UK (N = 858) and the USA (N = 856), the study compares individuals’ preferences for conventional wines with preferences for FRG wines. The study also explores whether FRG wine acceptance is influenced by informal or formal purchase occasion, by different types of information regarding the product, and by individual attitudinal characteristics. The findings show a general acceptance of FRG wines among consumers. In particular, consumers’ preferences for FRG wines on formal occasions are not significantly different from their preferences for conventional wine, whereas on informal occasions, consumers prefer FRG wines over conventional wines. Regarding the impact of information on participant choice, participants informed about the potential effects of FRG on sensory wine characteristics had lower preferences for FRG wines than those who read an information script regarding crop biodiversity. Last, individuals’ sustainability concerns and food technology neophobia had positive and negative influences on FRG acceptance, respectively. Overall, this research provides wineries, nurseries and policy-makers with important insights concerning the market potential of FRG wines in three key markets.