User-generated content and relevance of sustainability dimensions in the wine market

Universidad de Castilla-La Mancha, IDR Instituto de Desarrollo Regional, Campus Universitario s/n, E02071, Spain

Abstract

This study explores the intersection of increasing environmental concerns in the wine industry and the influence of user-generated content (UGC) in shaping trends and attitudes towards sustainable practices. Consumers and businesses are highly interested in sustainable, eco-friendly, and organic wines and processes. With the exponential rise of UGC across various internet platforms, there lies an opportunity to analyze different behaviours and trends related to wine markets and consumption. This research aims to collect and scrutinize UGC on social media platforms, explicitly focusing on discussions related to sustainability in the wine industry. Furthermore, the study seeks to complement existing methodologies by analyzing these social conversations, providing valuable insights to wine producers on influential sustainability trends. In essence, this research leverages digital content ecosystems to understand better and predict future trends in wine markets.