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Verbraucherpräferenzen für Öko-Wein

Janssen, Meike; Zander, Katrin and Hamm, Ulrich (2013) Verbraucherpräferenzen für Öko-Wein. Paper at: 12. Wissenschaftstagung Ökologischer Landbau, Rheinische Friedrich-Wilhelms-Universität, Bonn, 5. bis 8. März 2013.

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Summary

While more than 5 % of the vine area in Germany was cultivated organically in the year 2010, the market share of organic wine accounted for less than 1 %.The objective of this paper was therefore to analyse the wine preferences of consumers of organic food in order to identify how demand for organic wine could be increased. Choice experiments and structured interviews were conducted with 600 consumers of organic food. In the choice experiments, the participants clearly preferred organic wine over conventional wine. However, preferences for organic wine were lower among people with a high interest in wine, i.e. people who place high importance upon vintage, grape variety and winery. We conclude that targeted marketing activities are needed to convince these people about the quality of organic wine. Interestingly, medium-priced wine (4.99 € and 6.99 €) was preferred over low-priced wine (2.99 €). It is therefore recommended to avoid a low-price strategy for organic wine.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:Ökowein, Verbraucherpräferenzen, Mixed Logit Modelle.
Subjects: Values, standards and certification > Consumer issues
Crop husbandry > Production systems > Fruit and berries > Viticulture
Research affiliation: International Conferences > 2013: Scientific Conference Organic Agriculture > Socioeconomics
Germany > University of Kassel
Germany > University of Kassel > Department of Agricultural- and Food Marketing
Related Links:http://www.wissenschaftstagung.de/, https://www.verlag-koester.de/index.php?id=114&tx_fbmagento
Deposited By: Janssen, Meike
ID Code:21391
Deposited On:09 Sep 2013 12:30
Last Modified:27 Nov 2013 15:45
Document Language:German/Deutsch
Status:Published
Refereed:Peer-reviewed and accepted
Additional Publishing Information:Dieser Beitrag ist im Tagungsband der 12. Wissenschaftstagung erschienen.
Dr. D. Neuhoff, C. Stumm, S. Ziegler u.a. (Hrsg.)
Beiträge zur 12. Wissenschaftstagung Ökologischer Landbau
Ideal und Wirklichkeit: Perspektiven ökologischer Landbewirtschaftung
Erscheinungsjahr: 2013
ISBN-13: 9783895748158
Verlag Dr. Köster, Berlin

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