Table 1 Collected data and measurements applied in the current study

Socio-demographics

Gender

(1 = male; 0 = female)

Age

From 18 to 70

Education

From 1 = primary school to 4 = graduation/master

Wine drinking frequency

From 1 = at least once a month to 5 = everyday

Amato et al. (2017); Annunziata et al. (2016)

N. wine glasses consumed per occasion

Continuous

From 1 to 6

Wine involvement

4 items

From 1 = strongly disagree to 5 = strongly agree

Adapted from Lockshin et al. (2001); Chrysochou et al. (2012)

Attention towards wine labeling information

Front label

Back label

From 1 = never pay attention to 5 = always pay attention

Mueller et al. (2010); Pomarici et al. (2018)

Natural product interest

6 items

From 1 = strongly disagree to 5 = strongly agree

Adapted from Roininen et al. (1999)

Self-reported degree of information on

Natural wine

Biodynamic wine

Organic wine

From 1 = low informed to 5 = very informed

Perception of natural wine attributes

7 items

From 1 = strongly disagree to 5 = strongly agree

Adapted from Roman et al. (2017)

Natural wine consumption

(1 = yes; 0 = no)

Natural wine consumption frequency

From 1 = at least once a month to 5 = everyday

Galati et al. (2019); Migliore et al. (2020)

Natural wine consumption motivations

8items

From 1 = not at all important to 5 = very important