FACTORS DETERMINING THE PURCHASE OF WINE FROM CLIMATE CHANGE ADAPTED PRODUCTION

The paper aims to make an attempt to identify the factors that determine the purchase of wine that comes from vineyards applying appropriate measures to adopt to climate change. The literature review indicates the growing awareness of wine consumers to issues related to climate change. At the same time, winegrowers are increasingly implementing strategies at a farm level to adjust production to changing climate conditions. These processes can be explained by the complex adaptive system approach. The conducted empirical research is based on a questionnaire distributed among 164 randomly selected Polish consumers investigated in the first half of 2018. The results show that consumers are willing to pay a higher price for wine that comes from vineyards using climate adapted production methods. The factors that significantly influence the purchase of wine from climate-adapted production are, accordingly, monthly spending on wine and the price of wine along with a label indicating eco-friendly methods of production. Whereas those with lower importance are country of origin, type of wine, place and frequency of purchase. The main recommendation is systemic action related to climate change adaptation of production and its appropriate communication to consumers, as their knowledge plays a key role.