Consumers’ acceptance of fungus resistant grapes: Future scenarios in sustainable winemaking

During the last 20 years, sustainability has become an important issue in the wine sector. The increase of producers' awareness and consumers' interest has prompted the emergence of wines labeled as organic, biodynamic or natural. The current letter aims to stimulate future research dealing with consumers' acceptance and interest towards wine with sustainability characteristics to focus on fungus resistant grape (FRG) varieties, that we consider a potential pivotal innovation for the future of the wine industry. Particularly, we expect consumer research to address the complexity behind future consumers’ acceptance of FRG, taking also into account insights emerged from our conceptual model.