Innovation in wine: how information and knowledge are associated with consumers' acceptance of new genomic techniques

New Genomic Techniques (NGTs) represent a promising tool to enhance the resilience and sustainability of viticulture, yet their market prospects depend on consumer acceptance. While previous research has examined attitudes toward genetically modified and NGT-derived foods, limited attention has been devoted to the wine sector and to the informational and knowledge-related correlates of purchase intentions. This study investigates whether consumers' exposure to information sources and the alignment between their subjective and objective knowledge are associated with the propensity to purchase NGT-derived wine. Using a survey of 1045 Italian consumers, we construct two indicators: a weighted information-source exposure index (WISE), which combines the scientific reliability and frequency of use of the information sources consulted by respondents, and a knowledge calibration measure, which classifies respondents as underconfident, calibrated, or overconfident by comparing self-assessed and knowledge of NGTs. Both indicators are included as explanatory variables in an ordered logit model, with robustness checks conducted using multinomial logit and binary logit specifications. Results show that objective knowledge is positively and robustly associated with NGT-derived wine purchase intentions. Purchase intentions are also positively associated with the perceived reliability of information sources, although this relationship weakens when objective knowledge is included. Knowledge calibration is positively associated with purchase intentions, but is not robust across specifications. From a policy perspective, communication strategies should prioritise the scientific reliability of information sources over the mere volume of information and should pay attention to the substantial share of undecided consumers, whose uncertainty appears more closely associated with limited objective knowledge.