Consumer Knowledge and Perception of Wine Certifications: A Regional Analysis in Italy

Italian wine consumers encounter multiple certification labels, yet their self-reported understanding and perceived importance of these labels vary across certification categories and consumer groups. This study examined self-reported knowledge and perceived importanceof three certification categories among Italian wine consumers: Protected Designation of Origin/Protected Geographical Indication (PDO/PGI, assessed jointly), organic certification, and sustainability certification (represented by the VIVA, Equalitas and SOStain schemes, assessed jointly). Data were collected through online surveys conducted in the first quarter of 2023, 2024, and 2025 (N = 3,550). Regional differences were examined using Kruskal–Wallis tests with post hoc comparisons, while cumulative-link proportional-odds logistic regression models were used to assess associations with age, gender, income, macro-region, survey wave, and, for importance outcomes, self-reported knowledge. The PDO/PGI category showed the highest self-reported knowledge and the sustainability category the lowest, although comparisons between categories are limited by the different numbers of logos presented for each. Self-reported knowledge was positively associated with perceived importance for all three certification categories and significantly improved model fit. Moving from Level 1 to Level 3 of self-reported knowledge was associated with an increase of 8.4 to 12.8 percentage points in the predicted probability of rating certification importance as high (≥ 4). Sociodemographic and regional associations varied by certification category: macro-region was associated with Organic and Sustainability importance but not PDO/PGI importance. The findings indicate that self-reported certification knowledge and valuation are related but category-specific, highlighting the importance of clear communication about the meaning and requirements of different certification schemes.