Consumer attitudes regarding environmentally sustainable wine: an exploratory study of the New Zealand marketplace

Abstract

Previous research has suggested that consumers are becoming increasingly concerned by the effects of conventional agricultural food production practices on human health and environmental wellbeing. This study sought to understand whether environmentally sustainable practices in the vineyard would equate to advantages in the wine marketplace.Structured questionnaires were used to ascertain the views of wine consumers in Christchurch, New Zealand. The findings of this study indicate that consumers have a strong demand for wine which is produced using "green" production practices. Consumers believe that the quality of sustainable wine will be equal to or better than conventionally produced wine, and they are prepared to pay a higher price for this wine.

Tasting green: an experimental design for investigating consumer perception of organic wine

“…The so-called halo or blurring effect can modify the sensory perception of products in terms of a positive halo effect for organic and origin labelled food products and a negative one for more conventional products. Consequently, many authors argue that most consumers are willing to pay premium prices for organic food products, especially for wine Forbes et al, 2009).…”

“…While typical marketing mix variables such as price or product quality are still of crucial interest, there has been little research on the impact of organic production although that aspect gains in importance for scientists as well as for practitioners (Balestrini and Gamble, 2006;Forbes et al, 2009).…”

“…In this context Forbes et al (2009) showed by means of their in New Zealand conducted study that rate the quality of "green wine" equal or better than conventionally produced wine. Furthermore Forbes et al (2009) Based on the presented literature which focuses the organic food and beverage market in general and the wine market in particular, the focal research questions of this study are as follows:…”

“…Furthermore Forbes et al (2009) Based on the presented literature which focuses the organic food and beverage market in general and the wine market in particular, the focal research questions of this study are as follows:…”

Transnational Comparison of Sustainability Assessment Programs for Viticulture and a Case-Study on Programs’ Engagement Processes

“…Many of these initiatives have in turn generated regulations, especially on the environmental and social aspects of sustainability. Harmful consequences of chemical inputs from agriculture have been a common driver of many agricultural sustainability initiatives [4]. Because of the high value of wine grapes [5], wine grape growing regions have developed some of the most complex sustainability assessments and certifications for individual agricultural organisations.…”