This paper pursues the investigation perspective outlined by the following research question: how do consumers perceive and respond to the sustainability proposition of products in the case of the wine sector? Sustainability is a key factor for value creation in various production sectors with different environmental, social, and economic dimensions. It can contribute significantly to pursuing a better reputation and brand image for all stakeholders, particularly consumers (Wilson 2015). However, companies' commitment toward sustainability should be adequately perceived by the consumers to create value. Indeed, the multidimensional meaning of sustainability and the wide offer of products may generate different consumer perceptions and choice decisions.
