Wine protecting Biodiversity : A choice experiment in the Prosecco area

Although several studies have focused on environmentally-friendly wine certifications, very few have dealt with biodiversity. Focusing on wine, this paper uses a choice experiment (CE) to provide a monetary estimation of the willingness to pay of consumers for a hypothetical label that certifies the use of agricultural practices to protect biodiversity in the vineyard and to investigate the key socio-demographic and attitudinal variables driving this interest.