Consumer’s attitude in driving choices towards wine products derived from New Genomic Techniques (NGTs)

New Genomic Techniques (NGTs) present an opportunity to enhance plant resistance to parasites or diseases, reducing dependence on agrochemicals, and to extreme climatic events such as heavy rainfall or long periods of drought, thus fostering better adaptation to climate change. However, the diffusion of these techniques may encounter obstacles deriving from the reluctance of farmers, who have to sustain costs in the introduction of new technologies whose production results are still uncertain, but also the resistance of the market, given the still widespread reluctance of consumers in accepting wine products derived from the use of these technologies.Using original survey data from 1,045 respondents, we examine Italian consumers’ acceptance of and decision to buy NGT wine products. To achieve this, we developed two indicators to assess the quality of the information and the respondents’ level of knowledge about NGTs, our topic of interest. These indices were incorporated into a regression model to analyse their effects on the propensity to buy NGT wine alongside the socio-economic characteristics of respondents, which were categorized through cluster analysis.Our findings suggest a reduction in Italian consumers’ distrust toward these new technologies, possibly influenced by the European institutions’ proposed regulatory revision. Additionally, the results indicate that the quality of information plays a crucial role in the decision to purchase NGT wine. This highlights the need for higher-quality information to empower consumers, helping them reach an adequate level of knowledge that would allow them to make better-informed choices.

New Genomic Techniques (NGTs) present an opportunity to enhance plant resistance to parasites or diseases, reducing dependence on agrochemicals, and to extreme climatic events such as heavy rainfall or long periods of drought, thus fostering better adaptation to climate change. However, the diffusion of these techniques may encounter obstacles deriving from the reluctance of farmers, who have to sustain costs in the introduction of new technologies whose production results are still uncertain, but also the resistance of the market, given the still widespread reluctance of consumers in accepting wine products derived from the use of these technologies.Using original survey data from 1,045 respondents, we examine Italian consumers’ acceptance of and decision to buy NGT wine products. To achieve this, we developed two indicators to assess the quality of the information and the respondents’ level of knowledge about NGTs, our topic of interest. These indices were incorporated into a regression model to analyse their effects on the propensity to buy NGT wine alongside the socio-economic characteristics of respondents, which were categorized through cluster analysis.Our findings suggest a reduction in Italian consumers’ distrust toward these new technologies, possibly influenced by the European institutions’ proposed regulatory revision. Additionally, the results indicate that the quality of information plays a crucial role in the decision to purchase NGT wine. This highlights the need for higher-quality information to empower consumers, helping them reach an adequate level of knowledge that would allow them to make better-informed choices.

Parole chiave:; New Genomic Techniques; Consumer perception; Survey; Cluster; Regression analysis; Viticulture

Federica Morandi, Federica De Maria, Felicetta Carillo, Simona Romeo Lironcurti, Luca Morucci, Consumer’s attitude in driving choices towards wine products derived from New Genomic Techniques (NGTs) in "Economia agro-alimentare" 2/2025, pp 195-223, DOI: 10.3280/ecag2025oa18790