High-Altitude, High Value? Consumer Preferences and Willingness to Pay for Mountain Wines

Study on the EU quality term mountain product to the wine sector. A discrete choice experiment was conducted with 256 wine consumers from the Veneto region, Italy. Participants were presented with various wine options featuring different attributes, including a mountain designation, organic certification, and price. The multinomial logit model was used for mountain wines and for organic wines, with the two labels contributing independently to consumer utility. Price, mountain designation, and organic certification were the most influential factors in the decision-making process. In addition, environmental awareness and the perception of mountain wines had a significant impact on consumer choice. These findings provide actionable insights for policymakers and producers, highlighting the potential of the “mountain product” label as a tool for sustainable rural development. to analyse consumer preferences and estimate WTP.