Sustainability – The influence of consumers’ buying behaviour and perceptions of wine in South Africa

Abstract

Sustainability is part and forming part of our everyday lives and people are becoming ever more conscious about what is being put into the environment. Main argument: Consumers are becoming more concerned over conventional production practices that have led to an increased demand for products that have been created by processes that take an environmental issue into account, such as sustainable or organic practices within the wine industry. Research Problem: The problem that was addressed was what sustainable and innovative strategies have been implemented to reduce the by-product and finding the ways it was used to create something meaningful with it in the long-term in this industry for maximum shared future value. Data collection methods: Qualitative research through a combination of interviews and case study to gain in-depth insights with secondary research to aid in exploring the study was used for collecting data. Findings and contribution: It was found that consumers are more aware of sustainability in the wine industry and that according to the wine maker as well as the individuals who were interviewed that it does have an influence on the buying behaviour when purchasing wine that is sustainable produced compared to wine that is not.