As sustainability becomes an increasingly central topic in global consumption trends, the wine industry is also evaluating how social responsibility influences buying behavior.
In Austria, a new study conducted by Johanna Stoiber — wine producer and Master’s student in International Wine Marketing at Hochschule Burgenland — sheds light on how consumers perceive socially sustainable wine production and whether they are willing to pay more for it.
How the Study Was Conducted
Stoiber’s research is based on an online survey of 403 participants, the majority of whom live in Austria. Using a controlled experiment, respondents were presented with a description of a classic white wine.
- In one version, the wine description included social sustainability information, such as fair working conditions or community engagement by the producer.
- In another version, no social sustainability attributes were mentioned.
After reading the description, participants were asked:
- How likely they were to buy the wine
- How much they would be willing to pay for it
This allowed the study to isolate whether social factors influenced the purchasing decision or only the perceived value.
Key Finding: Social Sustainability Does Not Drive the Purchase—But It Increases Willingness to Pay
The study produced a surprising but important insight:
Social sustainability alone does not motivate consumers to choose one wine over another.
However:
Consumers are willing to pay more—up to 15% more—when they know the wine was produced under fair working conditions.
On average, this corresponds to approximately EUR 2 more per bottle, reflecting a higher perceived value even if it does not determine the initial selection.
Younger Consumers Lead the Shift
The study highlights that this willingness to pay more is strongest among:
- Consumers under 45
- Millennials in particular
These groups show greater sensitivity toward social justice, ethical production, and fair labor practices. They increasingly incorporate these values into their spending choices, signaling a generational shift in how wine is evaluated.
Interestingly, the study also found that:
Wine knowledge or expertise does not significantly influence the results.
Both wine lovers and casual drinkers responded similarly, suggesting that social values exceed levels of connoisseurship.
Why Social Sustainability Is Not Yet a Decisive Purchasing Criterion
Although willingness to pay is rising, social sustainability has not yet become a decisive factor in wine selection. The study identifies two likely reasons:
1. Low Consumer Awareness
Most consumers lack awareness regarding:
- Labor conditions in vineyards and wineries
- Social commitments of producers
- The human impact behind wine production
Without knowledge, these aspects seldom influence buying decisions.
2. Limited Communication by Wineries
Many wineries do not actively communicate their social responsibility efforts. Key information—such as worker welfare, fair wages, or community contributions—is often absent from:
- Labels
- Packaging
- Websites
- Marketing campaigns
As a result, consumers rarely encounter these stories at the point of purchase.
Practical Recommendations for Producers and Distributors
To leverage the potential added value, Stoiber recommends:
- Increase visibility of social responsibility practices: Clear storytelling about workers, communities, and ethical production inspires trust and strengthens emotional connection.
- Use recognisable certifications: Social sustainability seals or labels can help consumers quickly identify responsible choices.
- Communicate added value transparently: Explaining why a wine costs EUR 2 more—because it supports fair labor—can frame the price positively rather than defensively.
An Opportunity for Austria’s Wine Producers
The Master's program in which the study was conducted, based in Eisenstadt and lasting four semesters, focuses on strategic marketing within the global wine industry. Stoiber’s research aligns with a broader trend: integrating sustainability into wine marketing to meet the expectations of a new generation of consumers.
For Austrian wineries, social sustainability presents a powerful—and still underused—opportunity to differentiate themselves. While it may not yet drive purchase decisions, it significantly enhances perceived value and allows for premium pricing when communicated effectively.
In an increasingly competitive wine market, combining quality with visible ethical practices may become an essential path forward.
Source: Vinetur