This research investigates consumer perceptions and attitudes towards disease-resistant wine varieties, focusing on labeling, communication strategies, and barriers to adoption. Utilizing qualitative data from 500 participants, the study identifies key motivations for wine purchasing using the combination of latent Dirichlet allocation and thematic analysis. The findings reveal that consumers generally welcome the concept of disease-resistant wines, yet express concerns about terminology and the potential impact on wine quality. Effective communication strategies, emphasizing positive attributes and transparent information on labels, are crucial for fostering consumer trust. Additionally, barriers such as choice overload and fear of unfamiliar products highlight the need for targeted marketing initiatives. This study provides valuable insights for marketers in the wine industry, facilitating the introduction of sustainable wine varieties in a competitive marketplace.
