Carry out a research on WHY CONSUMERS CHOOSE ORGANIC WINE: THE PERCEPTION OF PRODUCERS AND RETAILERS

 

 

              

           WHY CONSUMERS CHOOSE ORGANIC WINE: THE PERCEPTION OF PRODUCERS AND RETAILERS

 

Abstract

Purpose The literature is not clear on why consumers choose to buy organic wine. Most studies focus on consumers’ values and beliefs, based on greater environmental awareness and health concerns. In contrast, this study will examine the importance of organic wine’s intrinsic and extrinsic qualities to consumers.

Design/mythology/approach – The study uses a qualitative method that was undertaken to elicit the opinion of producers and retailers about the motivation of organic wine consumers. The information was obtained via semi-structured interviews and analysed by using thematic coding.

Findings – There are not a large number of organic wine buyers, and most of them also buy conventional wine, so that it can be argued that organic wine consumers are “floating” between organic and conventional wine. However, these consumers are environmentally aware, but choose between conventional and organic wine based upon their perception of the intrinsic and extrinsic qualities of the wine, mainly taste, price and quality. Sustainable qualities are “nice to have” but not paramount.

Research limitation/implications – All of the findings are based on interviews with producers and retailers. The results suggest that further research needs to be tested through a quantitative study administered to consumers.

Practical Limitations – Organic wine marketers should focus on the intrinsic and extrinsic qualities of the wine in marketing campaigns, and place less emphasis on the environmental and health aspects.

Originality/value – The results of this study are valuable because they deviate from the focus on the values and beliefs of organic wine consumers, and address the question of consumer perception of the value of organic wine as a consumption experience, based on the same factors as conventional wine.

Keywords – Organic wine, consumer behaviour, producers

Paper Type – Research Paper