Perception of French wine buyers regarding environmental issues in wine production

ABSTRACT Increased consumer concern for the environment has motivated winegrowers to adopt more environmentally friendly practices in their vineyards, such as agroecological measures. Thanks to a 2016 French ministerial decree, these measures can now be included in the specifications of wine appellations. However, little is known about consumer perceptions on this topic. The main objective of this research was thus to analyze consumers’ perceptions of environmental issues in wine production, specifically with respect to a selection of agroecological measures in the vineyard. A national survey with 1022 respondents was conducted online in July 2019, and the factors that influenced perceptions were identified using an analysis of variance. The environmental issue of highest concern for consumers was the use of pesticides. However, the majority of the measures selected were perceived as having a positive impact on the environment. Practices aimed at improving biodiversity – such as the preservation of low walls and nest boxes, the establishment of trees, or sodding between parcels – were highly valued by consumers. This research demonstrates that, in order for winemakers to reap the maximum benefit from the implementation of environmentally friendly practices, effective communication of such practices to consumers is crucial.