Role of consumers' environmental views on purchases at wineries.

摘要

The purpose of this research is to explore how winery consumers' sustainability attitudes and subjective norms influence their intentions to purchase wines from wineries which have adopted an environmental management program. We collected data in the naturalistic setting of winery tasting rooms. The wineries we researched receive a large number of visitors and a significant portion of total sales volume results from direct sales to consumers in their tasting rooms. Our findings indicate that both sustainability attitudes and subjective norms are significant predictors of intentions explaining over half of the variation in behavioral intentions to purchase wine from a winery participating in an environmental management program. In addition, environmental organization members were found to have higher levels of these antecedents to behavioral intentions and were more interested in receiving information about the environmental activities of wine producers.