The effect of moderating variables on consumer preferences for sustainable wines

Previous studies have shown that credence attributes play an important and often undervalued role in consumers’ product evaluation and purchasing behavior. By contrast, the factors moderating these effects have received less attention by scholars. The current study uncovers the moderating effects of consumers’ psychographic characteristics (i.e.: subjective knowledge, wine involvement, and sustainability concern) on their preferences for wine with different credence attributes related to sustainability. A non-hypothetical economic experiment, consisting of three rounds (blindtaste, info, infotaste), was performed in Italy and Germany to assess consumers’ preferences in terms of willingness to pay for conventional wine and wine differentiated by wine sustainable certifications (i.e.: Organic, VIVA sustainable wine, Vignaioli Indipendenti, Carbon footprint). Wine sustainable certifications positively affect consumers’ preferences, and these effects are mainly moderated by individuals’ wine involvement and sustainability concern. This holds if respondents have information about the wine but do not taste it. After tasting the wine consumers’ preferences are moderated only by respondents’ sustainability concern.