Attitudes towards natural wines among Spanish winemakers: Relationship with environmental awareness

There is an important movement in the wine industry towards the production of alternative and more sustainable wines. Natural wine (NW) is a controversial category of alternative wines, which needs to be further explored. Given the role of technical experts as opinion leaders, the present work aims to explore the attitudes of Spanish winemakers towards NW and their relationship with their overall environmental awareness. Therefore, 307 Spanish winemakers completed a questionnaire to evaluate: (1) their attitudes towards NW by scoring their agreement with 31 statements, (2) their ecological awareness by evaluating 11 items, (3) their frequency of consumption and interest towards NW, and (4) their sociodemographic profile and general information about wine production. PCA with varimax rotation calculated on 28 of the 31 statements related to their attitudes showed six independent dimensions. Further hierarchical cluster analysis calculated with the six dimensions showed five clusters of wine experts with different attitudes towards NW. Results show that there is a major negative attitude towards the flavour of NW, their ageing capacity and their quality-price ratio, but a positive one in terms of economic impact for the wine industry. Aspects related to the role of NW in tradition, social identity, ecology, health, artisanal production and economic feasibility mark differential attitudes. Interestingly, the dimension related to winemakerś attitude towards tradition, social identity, and ecology of NW was positively correlated with their overall ecological awareness and thus their life style. This paper sheds light in the understanding of the behaviour of Spanish winemakers regarding ecological transition and provides tools for policymaking regarding NW certification.