Abstract

A survey was conducted in a naturalistic setting, within wine tasting rooms, to explore how consumers' sustainability attitudes and subjective norms influence their decision to purchase wines from wineries which have adopted an environmental management program. The results indicate that both are significant predictors of intentions and explain over half of the variation in intentions to purchase. In addition, identifying environmental organization members is a useful approach in identifying a segment of consumers having stronger levels of these antecedents and, therefore, more likely to purchase from wineries using sustainable grape growing practices (than non-members) Consumers who are environmental organization members are more likely to be interested in organic products, as well. Information on sustainable grape growing practices is relevant and influential for a specific segment of consumers, those consumers more passionate about the environment, and increases their intentions to purchase from wineries who have adopted these practices.