Wine Sector: Companies' Performance and Green Economy as a Means of Societal Marketing

ABSTRACT

The first research goal is to examine the impact of the wine consumption trend on Italian and foreign wine companies' economic performance. The second goal is to identify the most relevant green concepts for the wine industry with regard to addressing environmental challenges and as a means of societal marketing. Italian wine consumption trend impacted negatively on core business performance, but not on the return on equity. In regard to foreign companies, global wine consumption has remained at a similar level to the pre-crisis period, despite the world consumption crisis. The tendency toward a green economy also involves the wine sector.

KEYWORDS:

• green economy
• Italy
• performance
• promotion
• societal marketing
• wine companies
• wine sector

Notes

1. Vinmonopolet has the exclusive right to retail wine, spirits, and strong beer in Norway. The figures can be obtained by contacting them directly by e-mail.