Factors affecting consumer preferences for “natural wine”

Migliore, Giuseppina; Thrassou, Alkis; Crescimanno, Maria; Schifani, Giorgio; Galati, Antonino

doi:10.1108/bfj-07-2019-0474

Cited by 48 publications

(53 citation statements)

References 63 publications

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“…Italians perceive natural wine as environmentally friendly and without additives, while in Spain, it is mainly considered as without added sulfites. With reference to Italy, the results confirm previous research (Galati et al 2019;Migliore et al 2020) showing that natural wine preferences rely on consumers' attitudes towards the environment and health. While for Spain, the natural wine perception might be explained by the surge in greenwashing strategies by winemaking companies aimed to equate wine without added sulfites with environmentally sustainable and healthy wines (Costanigro et al 2014;D'Amico et al 2016).…”

Section: Discussionsupporting

confidence: 87%

“…Recently, Migliore et al (2020) found that Italian consumers' interest towards natural wine is strongly affected by individual attitudes towards healthy eating, the environment, and nature, while sensory characteristics and other traditional quality attributes, such as wine color, grape varieties, alcohol content, critics ratings, are not influential. In addition, the authors showed that WTP for natural wine is linked to consumers' interest towards the organic production method as well as to wine sulfite content; on the contrary, WTP is negatively related to the PDO/PGI certifications.…”

Section: Naturalness Interest Among Wine Consumersmentioning

confidence: 99%

“…Respondents' attitude towards natural products was assessed using six items from the Natural Product Interest scale developed by Roininen et al (1999) and applied in previous research on a similar topic (Migliore et al 2020) (Table 3). In Italy, the items with the highest scores are "I try to eat foods that do not contain additives" (M = 3.33) and "I would like to eat only organically grown vegetables" (M = 2.95); however, the mean values for these two statements are higher in Spain (respectively 3.74 and 3.44).…”

Section: Natural Product Interestmentioning

confidence: 99%

“…Indeed, the increasing amount of low-intervention, additive, and processing aid-free wines represents a strong trend in several important markets (Wine Intelligence 2021). Natural wine consumption has increased especially among more conscious and responsible consumers, as suggested by recent empirical researches (Galati et al 2019;Migliore et al 2020). Furthermore, various producers' associations and organizations are actively promoting natural wine, among them are the Asociación de Productores de Vino Natural and Vella Terra in Spain and Triple A, Viniveri, VinNatur, and Vignaioli Artigianali Naturali (VAN) in Italy (Catellani 2015).…”

Section: Introductionmentioning

confidence: 99%

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Why consumers drink natural wine? Consumer perception and information about natural wine

et al. 2021

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Similar to other foods, the concept of natural wine is much debated due to the lack of a clear and regulated definition, leading to a proliferation of heterogeneous norms and standards proposed from different natural wine associations at national levels. The current study explored the aspects which mediate individuals’ information and perception of natural wine, and the rationale behind natural wine consumption behavior among Italian (n = 501) and Spanish (n = 527) regular wine consumers. The results reveal a quite low self-reported degree of perceived information by Italian respondents and slightly higher levels among Spanish ones. The key drivers of natural wine consumption in both countries are wine consumption frequency, information, and natural product interest. In contrast, higher wine involvement levels decrease natural wine consumption frequency in both Italy and Spain. The findings also show that different perceptions lead to diverse motivations, suggesting the need for more homogeneous standards to mitigate the level of information asymmetry currently on the market.

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Section: Discussionsupporting

confidence: 87%

Section: Naturalness Interest Among Wine Consumersmentioning

confidence: 99%

Section: Natural Product Interestmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Why consumers drink natural wine? Consumer perception and information about natural wine

et al. 2021

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“…In their research, certain authors turn to the market of individual products determining what motivates consumers to buy specific products. In their research, Migliore et al [30] tried to understand which wine quality characteristics, consumers' attitudes, and socio-demographic characteristics affect the consumers' willingness to pay (WTP) a premium price for a bottle of natural wine. The research results reveal that drink frequency and occasion, organic production method, the content of sulfites, income, and the attitudes towards healthy eating and the environment are positively associated with a higher WTP for natural wine.…”

Section: Literature Reviewmentioning

confidence: 99%

A Profile of Organic Food Consumers—Serbia Case-Study

et al. 2020

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In this paper, the authors analyze products from the organic farming system from consumption and consumers. The research aimed to determine the characteristics of the Serbian organic market, discover attitudes, practices, and features of different organic food consumers and identify factors that influence organic products’ purchase. This was done following the theoretical framework of green marketing, which refers to the holistic management process responsible for identifying, anticipating, and satisfying customers and society’s needs for profitably and sustainability. The research for this study was conducted in Novi Sad and Belgrade in late 2015 and early 2016. The sample included 496 respondents over 18 years of age, varying levels of education, marital status, and other sociodemographic characteristics. The sample was divided into three internally homogeneous yet mutually heterogeneous clusters according to three criteria: factors that generally influence their food purchasing decisions, their opinions regarding characteristics of food products and their eating habits, and their sociodemographic characteristics. The analysis shows that organic consumers can be divided into three clusters with corresponding components related to aspects of products that are sold in the Serbian market. In Cluster 1, respondents who assign the least importance to whether they eat “healthy” products and to the number of calories in those products are presented. Cluster 2 respondents care most about what they consume, and in Cluster 3, respondents assign importance to eat “healthy” food. The findings of this study show that the decision whether to buy organic products or not is predominantly determined by the price and quality of products (which is also related to the socio-economic characteristics of consumers) so that eco-marketing should therefore be more directed towards those consumers who are already “more environmentally and health-conscious”, because in this way, the desired results of improving the domestic market of organic products will be achieved.

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Does pleasure facilitate healthy drinking? The role of epicurean pleasure in the regulation of wine consumption

Petit

Wang

Spence

2022

J of Consumer Behaviour

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Research on food psychology demonstrates that epicurean eating tendencies (i.e., esthetic appreciation of the sensory and symbolic value of food), similar to health concerns, tend to be associated with more regulated eating behaviors. Given that wine is already a product that is more pleasure-oriented, the question to be addressed here is whether such epicurean tendencies exert a similar effect in terms of moderating wine consumption. Two online studies demonstrate that, contrary to this suggestion, people with epicurean drinking tendencies in fact report drinking wine more frequently, and in larger quantities, than those with health beliefs. That said, when such pleasure is explicitly emphasized through textual cues, it appears to promote more regulated wine consumption. Impaired control mediates the effects of drinking tendencies as well as the effects of cueing on wine consumption. These results highlight how stressing epicurean pleasure might prove to be an effective strategy for those marketers and public authorities wanting to promote responsible wine consumption. Success in this regard might depend on whether it is the perception of the product that is cued rather than the consumers' self-perceived wine consumption.

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Factors affecting consumer preferences for “natural wine”

Cited by 48 publications

References 63 publications

Why consumers drink natural wine? Consumer perception and information about natural wine

Why consumers drink natural wine? Consumer perception and information about natural wine

A Profile of Organic Food Consumers—Serbia Case-Study

Does pleasure facilitate healthy drinking? The role of epicurean pleasure in the regulation of wine consumption

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