CUSTOMERS EXPECTATION TOWARDS FACTORS DRIVING SUSTAINABLE CHOICE: A STUDY ON ORGANIC WINE CONSUMPTION IN DEVELOPED ECONOMY

Abstract

This paper aims to study consumer expectation of sustainable wine in three ways: first, by exploring the concept, and second, by looking into customers’ choice towards organic wine consumption and finally, beliefs about environmental protection. The study includes the secondary data, with related literatures. This literature highlights the customers’ expectation towards factors driving sustainable choice on organic wine consumption in developed economy and data is selected from case studies, reviews of literature, journal papers and other internet sources.

Research report asserts on non-organic labels on wine has been connected with low quality product, so people prefer organic wine unlike non-organic wines and positive vibe towards executing a environmental friendly act like purchasing ecological product plays a crucial role. By analysing how consumer attitudes about sustainable wine, environmental protection, and sustainable wine certifications differ among various groups, the paper contributes to the customers’ expectation on wine consumption.