ORIGINAL RESEARCH article
Front. Sustain. Food Syst.
Sec. Nutrition and Sustainable Diets
Volume 9 - 2025 | doi: 10.3389/fsufs.2025.1615703
This article is part of the Research TopicSustainable Food Consumption and Production in the 21st Century: Volume IIView all 7 articles
Sustainable Wine Preferences in China: Scenario-Specific Insights for Self-Consumption and Gift-Giving
Provisionally accepted
- School of Agricultural Economics and Rural Development, Renmin University of China, Beijing, China
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China's wine market is increasingly driven by a demand for sustainability, influenced by diverse consumer behaviors and preferences. This study investigates sustainable wine preferences across self-consumption and gift-giving contexts in two western second-tier Chinese cities, using a choice experiment and Latent Class Model. Through a three-step analysis-evaluating the relative importance of attributes, marginal effects, and willingness to pay-we identify five distinct consumer segments based on two independent samples: "Price-Sensitive Consumers," "Well-Known Area Followers," and "China-Wine Enthusiasts" for self-consumption, and "Packaging Lovers" and "Organic Supporters" for gift-giving. Preference differences reveal distinct patterns relevant to sustainability. For instance, "China-Wine Enthusiasts" prefer local wines, supporting regional branding as a low-carbon option. "Organic Supporters" exhibit high WTP for organic labels, while "Packaging Lovers" favor delicate packaging, suggesting a need for more sustainable packaging alternatives. These findings highlight the importance of tailoring marketing strategies to consumer segments and consumption contexts within China's evolving wine market.
Keywords: Sustainable wine, Consumer preferences, Chinese market, choice experiment, Latent class model
Received: 21 Apr 2025; Accepted: 24 Jun 2025.
Copyright: © 2025 Hu, Ding and Zeng. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Yinchu Zeng, School of Agricultural Economics and Rural Development, Renmin University of China, Beijing, China
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