Consumers’ behavior is changing to integrate environmental considerations into lifestyle choices, including decisions on product satisfaction, how products affect the environment, and the price to pay for environmentally friendly products. Marketing professes to benefit the public by informing them of the availability of goods which advance their quality of life. This is only true if marketing’s communication aids in informing, educating and channeling needs toward “green” products. This study investigated the relationship of wine consumer’s environmental involvement, knowledge, attitudes, and willingness to purchase a product. Results suggest personality segmentation, through selective marketing and redirecting consumers’ needs toward environmentally friendly wine products.