Consumer Acceptance of Fungus-Resistant Grape Varieties—An Exploratory Study Using Sensory Evaluation Tests among Consumers in Germany

Abstract

To align with the target of reducing plant protection measures within the EU Green Deal programme, the utilisation of resistant grape varieties in viticulture becomes indispensable. Consequently, this study investigated the factors that influence consumer acceptance of fungus-resistant grape varieties (FRGV) in Germany. The qualitative research methodology involved conducting semi-structured interviews, including sensory evaluation tests, with focus groups consisting of 48 consumers and evaluating the data using content analysis. The findings revealed that the attractiveness of a grape variety is determined by four distinct attributes: familiarity, designation, association, and image. Furthermore, FRGV can be made more attractive to consumers by using denominations based on established grape varieties or by using and associating them with their sensory patterns. The sensory acceptance of FRGV varies significantly across consumer segments and vinification methods. Providing relevant information about the benefits of resistant grape varieties has a positive impact on consumer acceptance, and the level of interest and relevance varies by target group. The study suggests that it is possible to enhance consumer acceptance by offering attractive grape varieties, targeting group-specific sensory profiles, and engaging in storytelling campaigns that educate consumers about the advantages of resistant grapes.