Exploring Generational Differences in Environmental Knowledge, Attitudes, Values, and Willingness Pay for Sustainable Wines

Vineyards and wineries are adapting- grape growing, production, and marketing to meet the rising demand for sustainable products. Wine consumers show a growing inclination to consider how products impact the natural environment, while generational differences impact sustainable wine choices. A researcher at NMSU has developed a study to explore generational disparities in environmental knowledge, attitudes, values, and Willingness to Pay (WTP) for sustainable wines across generations. Anticipated findings regarding generational influences and factors shaping consumption patterns will assist wineries and wine marketers to understand and adapt business practices to effectively reflect sustainable wine trends and increase sustainable wine production and marketing.