Einstellungen und Präferenzen deutscher Öko-Weinkonsumenten

Summary

Surveys across different countries elicited that consumers had positive perceptions regarding organic wine production and reported a willingness to pay a premium for organic wine. But how do consumers behave in real purchase situations? Data obtained from a panel of 30.000 households was used to analyse German organic wine consumers´ buying behaviour. Households´ attitudes regarding sustainable
consumption were used for segmentation. The most promising consumer segment for organic wine from Germany is the cluster of consumers interested in organic and local
food. A quality strategy is advised. Regarding the cluster interested in organic food, a comprehensive sustainability approach is recommended which would be most effectively for German red wine producers marketing their wine through retailers. Direct sellers are advised to focus on the consumer group interested in local food and to communicate the typicality of wine regions and benefits of organic production for the regional development. Concerning consumers of the cluster disinterested in sustainable food a discounter strategy would be most promising, particularly for organic rosé wine from Germany.