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Do you like organic wine? Preferences of organic consumers

Janssen, Meike and Zander, Katrin (2014) Do you like organic wine? Preferences of organic consumers. In: Rahmann, G. and Aksoy, U. (Eds.) Building Organic Bridges, Johann Heinrich von Thünen-Institut, Braunschweig, Germany, 2, Thuenen Report, no. 20, pp. 355-358.

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Summary

The market share of organic wine is remarkably lower than the market share of organic food in general. The objective of this paper was to analyse the wine preferences of consumers of organic food in Germany 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:organic wine, consumer preferences, choice experiments, mixed logit models
Subjects: Food systems > Markets and trade
Values, standards and certification > Consumer issues
Research affiliation: Germany > Federal Organic Farming Scheme - BOELN
Germany > Federal Research Institute for Rural Areas, Forestry and Fisheries - VTI > Institute of Market Analysis and Agricultural Trade Policy
International Conferences > 2014: 18th IFOAM OWC Scientific Track: 4th ISOFAR Scientific Conference
Germany > University of Kassel > Department of Agricultural- and Food Marketing
ISBN:978-3-86576-128-6
DOI:10.3220/REP_20_1_2014
Deposited By: Zander, Dr. Katrin
ID Code:23574
Deposited On:22 Oct 2014 07:22
Last Modified:22 Oct 2014 07:22
Document Language:English
Status:Published
Refereed:Peer-reviewed and accepted
Additional Publishing Information:urn:nbn:de:gbv:253-201407-dn053621-1

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