Exploring Portuguese Consumers’ Behavior Regarding Sustainable Wine: An Application of the Theory of Planned Behavior

Sara Sousa · Elisabete Correia · Clara Viseu

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Wine Industry and Tourism Environmental Sustainability in Business Environmental Education and Sustainability

Abstract

Although consumption is the cornerstone of economic growth, it is unquestionably one of the main reasons for the current degradation of the planet. Hence, it is necessary to understand consumers’ different perceptions and behaviors regarding sustainable goods, as the solution will inevitably involve changing behaviors and promoting more sustainable consumption. In light of the challenges posed by sustainability within the wine sector, namely issues related to climate change, chemical exposure, and the availability of water and energy, and considering the industry’s substantial environmental and social impacts, it is important to understand the factors influencing wine consumer behavior. This research explores sustainable wine consumption in Portugal. Based on a sample of 197 valid responses, collected in an online survey that took place from March 20 to April 30 of 2024, and applying the Theory of Planned Behavior (TPB) framework, the current study found that consumers’ intention to consume sustainable wine is influenced by their attitudes, subjective norms, and sustainability awareness. Regarding the individuals’ consumption of sustainable wine, this behavior is influenced by the intention to consume this wine, and by consumers’ perceived behavioral control. The results also concluded that individuals’ intention to consume sustainable wine is significantly different across marital status, professional occupation, level of education, and age. With these valuable insights, this study aimed to increase the available information on sustainable wine consumption, allowing different stakeholders, namely political decision makers, to develop and implement more efficient measures to promote sustainable wine consumption.

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References

1991The theory of planned behavior 1985From Intentions to Actions: A Theory of Planned Behavior 1998Extending the Theory of Planned Behavior: A Review and Avenues for Further Research 2010Ways of constructing research questions: gap-spotting or problematization?2007Divergent thinking: Strategies and executive involvement in generating novel uses for familiar objects 2017Consumers’ perceptions, preferences and willingness-to-pay for wine with sustainability characteristics: A review 2019Influences of environmental and hedonic motivations on intention to purchase green products: An extension of the theory of planned behavior 2023Security risks from climate change and environmental degradation: implications for sustainable land use transformation in the Global South

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