Constituents of effective sustainability communication in the wine industry

Purpose: This thesis explores consumer perceptions of sustainable marketing communication, with a focus on the wine industry. It also examines the role of signalling environments to expand understanding of its influence.
Theoretical perspective: With a systematic literature review, this study provides up to date insights on signalling theory and sustainable marketing communication, with a specific focus on interactions between consumers and businesses.
Methodology: This research uses a qualitative research approach with an abductive research strategy, to expand existing findings on sustainable marketing communication. Building it further by including signalling environments, providing a unique contribution to literature.
Findings: Effective communication of wine sustainability requires detailed explanations, concrete actions, as well as an emphasis on visual stimuli. Regardless of some scepticism, certifications play a central role in reducing information asymmetry, being an effective signal of sustainability.
Theoretical contributions: In the signalling environment there exists moderating influences which can impact the strength of the sustainability signal, more specifically the trustworthiness. These moderating influences can be entities or visual aids acting as a proof of sustainability.
Managerial contributions: The decision regarding a certification or self-declared sustainability claims depends on the chosen sales channel. Certifications are important signals for consumers, however, in some cases they may not be necessary for effective communication.