The Effect of Sustainability Information on Consumers' Preferences for Fungus‐Resistant Grape Wine

ABSTRACT The demand for sustainable food production is intensifying the need to reduce the environmental and social impacts of pesticide use in agriculture. In viticulture, where dependence on pesticides is high because grapevines are susceptible to fungal diseases, fungus‐resistant grape varieties (PIWI) offer a promising strategy to reduce chemical inputs and promote sustainability. Despite these benefits, PIWI wines remain a niche product, limited by regulatory constraints, production challenges, and low consumer awareness. This study investigates how sustainability‐related information influences consumer preferences and willingness to pay (WTP) for PIWI wines. A discrete choice experiment with 766 Italian consumers tested the effectiveness of messages emphasizing environmental versus social sustainability. Results show that providing sustainability information significantly increases WTP, although no significant differences emerge between environmental and social framing. These findings suggest that the presence of sustainability communication, rather than its specific focus, drives consumer engagement.