In the wine sector, consumer attitudes and preferences are continuously evolving, developing trends. When it comes to wine choice, consumers are increasingly considering a multitude of attributes such as different occasions or respecting personal values. In this context, two aspects are playing a growing role in consumer’s choice: sustainability-related initiatives and the origin specificities of wine. The present study investigates consumers’ preferences towards these two main sets of attributes related to sustainability - when expressed through carbon-related claims - and terroir. The research uses a choice experiment on 982 Italian young consumers, to better explain consumer preferences and willingness to pay (WTP) for wines with labels with indications of carbon claims and terroir. The results show that, even if younger generations tend to be more ‘green’, environmental protection is not the main driver of its choice, which is mainly influenced by the social environment and product attributes like price. The sustainability claim does not seem to have enough strength to inform consumer wine choice, and it is more attractive only for specific groups. The analysis highlighted that the carbon reduction label was the least preferred quality label, whereas the terroir claims on the label enhanced consumer decisions. Respondents were driven in their choices by terroir cues expressed through both textual information and visual content. Low importance was accorded to brand names. These findings suggest that Italian wine businesses, when they tailor marketing and communication strategies, should enhance their link with origin. Understanding the preferences of their targets of consumers is a pivotal step in ensuring effective marketing strategies. Further research opportunities are suggested.
