Scholarly record

SUSTAINABLE PRODUCTION AND CONSUMPTION IN THE GRAPE AND WINE SECTOR

Anita Csiba, Attila Gabor Ferencz, Viktor Jozsef Vojnich, Zsuzsanna Deak, Arpad Ferencz

Abstract

In this study, we examine the sustainable production and consumption of wine products. We aim to determine whether respondents consume non-alcoholic or other value-added products and, in the case of value-added products, which characteristics are important to them. When identifying directions for product development, it is also essential to assess whether consumers are willing to pay more for such products and, if so, what price they consider realistic for products with their preferred characteristics. Our research also takes into account future European Union regulations on sustainable production, which stipulate that by 2030, pesticide use in agricultural production must be reduced by 50%, and that 25% of agricultural production must be based on organic farming methods. In setting directions for product development, it is therefore crucial to consider these future EU objectives. When determining development priorities, health awareness is of paramount importance alongside sustainability. According to WHO recommendations, even minimal alcohol consumption poses health risks. For these reasons, non-alcoholic products designed to replace alcoholic beverages are expected to gain prominence in the future. In this research, we pay special attention to the consumption habits of Generation Z, as they are the consumers of the future. When defining product development directions, we consider both health-conscious consumer behaviour and sustainability factors, which are expected to significantly shape sustainable production and consumption, particularly in the agricultural and food sectors. We apply the 4P marketing mix model for product development and PESTEL analysis for marketing strategy planning. Both serve as effective tolls for developing strategies that support sustainable production and consumption in the grape and wine sector.

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