How CS can be used for gaining info about consumers and the market?

This chapter addresses the issue of how consumer science can be used to gain information about consumers and the market by analyzing the concept of sustainability in the wine industry from a managerial perspective. It focuses on greenhouse gas emissions and considers the technological and economic feasibility of sustainable practices and market feedback about carbon claims. The first part of the chapter describes the outcomes of a market research survey undertaken by a sample of young wine consumers. The survey applied a choice experiment to measure the role carbon claims play in consumers’ preferences. The second part of the chapter focuses on the managerial implications that arose from an analysis of a case study of a winery. It also describes the winery’s participation in a project that sought to calculate carbon dioxide (CO2) emissions and implement new production and logistic practices. Finally, the economic implications and efforts required to meet consumers’ demands for sustainability are discussed.