Adoption and Impact of Fungus-Resistant Grape Varieties within German Viticulture: A Comprehensive Mixed-Methods Study with Producers

Abstract

The reduction of phytosanitary treatments in viticulture is widely demanded by policymakers and consumers. An important solution is the use of resistant grapes, which can cut plant protection applications by up to 80%. Although this is a significant improvement, viticulture is mainly carried out with traditional grapes. Therefore, the aim of this paper is to identify the factors that encourage the cultivation of fungus-resistant grape varieties (FRGV), as well as the challenges and opportunities in marketing. Our study used an exploratory sequential mixed-methods model design. In the first step, data were collected through 48 in-depth interviews and analyzed. Based on the qualitative results, a survey of 422 producers was conducted. The quantitative research results were segmented by company size and production type to provide a deeper understanding. The main drivers for cultivation are the ecological benefits resulting from the reduction of pesticide use, with organic producers particularly motivated by sustainability goals. Smaller producers are driven by the opportunity to introduce a new wine style, whereas larger producers are more cautious and focus on cost savings. The cultivation of resistant grape varieties is restricted by a large number of varieties, lack of experience, and unfavorable characteristics from initial generations of resistant grapes. A low level of grape variety prominence and customer awareness, as well as unattractive variety names, negatively affect producer acceptance. To facilitate higher market acceptance, it is important to offer attractive grape varieties, directly communicate them to consumers, and provide information about the sustainable effects.