Consumers are increasingly making more conscious purchasing decisions. Reasons for this are, for example, climate change, the return to regionality and seasonality, increased environmental awareness, as well as attitudes caused by the Corona crisis.
Wine production has a relatively high ecological footprint compared to other agricultural products. Besides the prohibition of herbicides and insecticides, the problems of irrigation, vineyard treatments, cellar treatments, energy consumption, and marketing strategies have to be addressed.
The project analysed the expectations of consumers when buying organically, sustainably, and conventionally produced wine.
The funding partner was the Federal Ministry of Agriculture, Forestry, Regions and Water Management.