This paper develops a willingness-to-pay elicitation method that combines the strengths of choice experiments and experimental auctions. While these tools are standard for estimating consumer values of goods and their attributes, they tend to produce dissimilar results since their methodological discrepancies may trigger distinct types of behaviour. Based on Norwood and Lusk's (2011) calibrated joint auction method, Global & Analytical's willingness-to-pay elicitation method supplements it with two individual measures of willingness-to-pay through auctions, one derived from an initial holistic approach and the other after assessing the relative importance of the attributes comprising the good. We applied this method to the wine market, and in particular to the question of how consumers value the Corporate Social Responsibility attribute. We show that while analytical assessment leads to reduced willingness-to-pay for wine, the marginal willingness-to-pay for CSR increases relatively to the other attributes.

This article explores the issues surrounding the agroecological transition in the European wine industry, focusing on reducing pesticide use, developing organic certification and using genetic research in relation to resistant grape varieties. The study distinguishes between stakeholders from the wine industry, institutions and the agricultural research sector. The findings consistently identify the agroecological transition as a priority, particularly in terms of pesticide reduction. However, variations exist in the views of the surveyed stakeholders. French and Portuguese stakeholders emphasise the role of market and societal pressures as drivers of the transition, while Italian producers do not. Professionals in France and Portugal express doubts about achieving pesticide reduction through changes in practices, while others stress the importance of regulatory constraints. The research also highlights industry challenges such as decreased consumption due to health awareness and the need for social responsibility. Resistant grape varieties are seen as a viable solution, especially for the development of organic production, but market acceptability remains a significant hurdle. The study sheds light on stakeholder perspectives and challenges, thus contributing to a better understanding of priorities in the European wine industry’s pursuit of sustainable practices.