SUSTAINABLE WINE INDUSTRY: CONSUMER BEHAVIOUR ANALYSIS.

In accordance with the increase in consumer awareness of the negative consequences of pollution of the natural environment, many industries are adjusting their activities, striving for the placement of products and services that are environmentally acceptable and based on the postulates of sustainability. In order to reach consumers more easily, manufacturers in various industries are adapting elements of their brands to make them green as much as possible. The so-called „green wave” affects changes in the behaviour of producers in all sectors of the economy, including wine producers. Wine consumers around the world have different attitudes regarding green marketing activities. The aim of this paper is to gain insight into the attitudes and intentions of wine consumers in relation to the eco-friendly activities of wine producers in Bosnia and Herzegovina. [ABSTRACT FROM AUTHOR]