Fair wine can cost more

Eisenstadt, 25 November 2025 Sustainability is an omnipresent topic, now also in viticulture. We automatically think of ecological aspects such as environmentally friendly production and organic cultivation. These attributes are also playing an increasingly important role in the marketing of wine. The social dimension of sustainability - such as fair working conditions, social commitment or social justice - has so far received little attention, not even when it comes to wine or in research. Johanna Stoiber, a winemaker from Krems, is endeavouring to remedy this situation with her Master's thesis from the International Wine Marketing degree programme at University of Applied Sciences Burgenland. Her thesis provides exciting results for winegrowers.

Online survey with over 400 participants

The thesis examines whether and how social sustainability influences the purchasing behaviour of wine consumers. It also analysed the role played by the age and interest of potential buyers in wine. In order to find answers to these questions, Johanna Stoiber, who herself runs a sustainably certified wine business including a wine tavern, conducted an online experiment with 403 participants. Most of the responses came from Austria.

The experiment:

Participants in the online survey were given a wine description of a classic white wine, which either contained a reference to social sustainability or not. Their willingness to buy and willingness to pay were then recorded.

The results:

• Social sustainability has no direct influence on willingness to buy. This means that social aspects - unlike ecological aspects - have so far hardly played a role in the decision for or against a wine. One reason for this could be that many consumers know little about social sustainability or that wineries do not communicate these aspects sufficiently.
• The situation is different when it comes to willingness to pay: Consumers are willing to pay around 15% or 2 euros more for socially sustainable wine.
• Younger people under the age of 45 in particular, especially the millennial generation, attach great importance to social responsibility and are willing to honour this financially.
• However, consumers' interest in wine - their so-called "involvement" - had no influence on the results. Wine lovers and occasional consumers behaved in almost the same way in the experiment.

The conclusion:

"The master's thesis shows that social sustainability is an important signal for willingness to pay, but is not yet perceived as a purchase criterion," summarises the study author and recommends that wineries and retailers place greater emphasis on the social aspects of their production. Certificates, clear labelling and exciting stories about the people behind the wine could help to gain the trust of consumers and better communicate the added value of socially sustainable production.

Facts about the programme

Master's programme: four semesters; Academic degree: Master of Arts in Business - MA; Organisational form: part-time (approx. every four weeks Friday, Saturday 9.00 - 21.00; Sunday 9.00 - 18.00; additional online lessons 1-2 times during the week from 17:45); Study places: 25; Study location: Eisenstadt; Language: German (required language level C1)/English (required language level C1); Tuition fees: none.

The programme offers the unique opportunity in Austria to train for a career in the wine industry and related sectors at Master's level. Students develop into specialists in marketing management - as a promising complement to traditional, production-orientated management. Project practice and a series of excursions to important international wine-growing regions are emphasised. Further information and the opportunity to register at www.hochschule-burgenland.at