🌍 Back from Italy — and Talking Green Wine Psychology
I recently returned from Italy, where I presented my research at the Green Wine conference — a global gathering focused on sustainability in wine. I spoke about how the way we frame messages about organic wine can actually influence whether people choose to buy it. It comes down to something called psychological distance — the difference between thinking in abstract vs. concrete terms. When messages about organic wine focus on big-picture benefits, like helping the planet, people are more likely to buy organic if they’re thinking abstractly. But when the message is more personal — like helping a specific farmer or vineyard — it’s more persuasive when it feels close and concrete, especially if it’s framed as benefiting you. Same wine, different message — completely different impact. Did you know this?
