This deliverable aims to investigate the complex relationship between consumer preferences and behaviours regarding sustainable wines and olive oils, with a specific focus on products made using alternative methods to controversial plant protection products (pesticides).
The study seeks to identify key characteristics, attitudes, perceptions, and personality traits influencing sustainable consumption decisions in the wine and olive oil sectors. Additionally, it aims to analyse consumer purchase intentions and the premium they are willing to pay for sustainable wine and olive oil produced with pesticide- reducing innovations developed within the NOVATERRA project.
