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Einstellungen und Präferenzen deutscher Öko-Weinkonsumenten

Schäufele, I and Hamm, Ulrich (2017) Einstellungen und Präferenzen deutscher Öko-Weinkonsumenten. Paper at: 14. Wissenschaftstagung Ökologischer Landbau, Campus Weihenstephan, Freising-Weihenstephan, 07.-10. März 2017.

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PDF - German/Deutsch


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.

EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:organic wine, local wine, sustainability, consumer panel
Subjects: Food systems > Markets and trade
Food systems > Policy environments and social economy
Research affiliation: International Conferences > 2017: Scientific Conference German Speaking Countries > Socioeconomics
Germany > University of Kassel > Department of Agricultural- and Food Marketing
Deposited By: Hasreiter, Anna
ID Code:31884
Deposited On:04 Jul 2017 17:21
Last Modified:04 Jul 2017 17:21
Document Language:German/Deutsch
Refereed:Peer-reviewed and accepted
Additional Publishing Information:Dieser Beitrag ist im Tagungsband der 14. Wissenschaftstagung erschienen.
S. Wolfrum, H. Heuwinkel, H.J. Reents, u.a. (Hrsg.) (2017): Ökologischen Landbau weiterdenken - Verantwortung übernehmen - Vertrauen stärken. Beiträge der 14. Wissenschaftstagung Ökologischer Landbau, Freising-Weihenstephan, 7.-10. März 2017
Verlag Dr. Köster, Berlin

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