The purpose of this research is to identify the value of environmental characteristics using wines from two different wine growing regions. In addition, estimating consumers’ willingness to pay (WTP) for wine characteristics using incentive compatible laboratory experiments with participants randomly selected from the general population will be introduced. Results will seek to examine the different relationship that sensory characteristics and label information have on consumers. In the study, we will also show the valuable information environmental characteristics provide to consumers and producers of wine within a certain price range.