Do expectations about organic matter? : analysis of taste perception and purchase intentionat the example of wine

Summary

Prior research has shown that organic labelling can positively impact consumers’ sensory perception of food products. Expectations seem to play a large role in this process. The product category wine is rather complex and only few and contrasting studies exist with respect to the influence of organic labelling on consumers’ liking and their willingness to pay (WTP) for wine. Hence, the purpose of this study is to investigate consumers’ taste perception of organic wine compared to conventional wine and their willingness to pay for it.