German Consumers’ Perceptions of Organic Wine—A Qualitative Approach

Katharina Hauck,Gergely Szolnoki

doi:10.3390/su12187729

Abstract

This study aims to examine what German wine consumers know and think about organic wine. It also investigates the effects that knowledge and attitudes have on wine purchasing decisions. Data for this survey were collected using a qualitative approach, with 12 focus group discussions at three different locations in Germany, observations of wine choices and an acceptance test to assess consumers’ knowledge of and reactions to organic wine. Most wine consumers are unaware if a wine is organic when they purchase it. A general skepticism and lack of knowledge about organic wines undermine any active demand for these products. Information and comparisons between the production of organic and conventional wines can improve awareness and consideration of the organic variety and increase consumers’ willingness to buy organic wine. To increase the active demand for organic wine, its attributes need to be communicated to consumers. This can be achieved by improving the visibility of organic certification, conducting information campaigns to inform consumers about wine and organic wine production and collaborating with organic wine associations to advance the public image of organic wines.

Highlights

In recent years, the number of organic vineyards has increased significantly across the globe [1,2]
The present study investigates the lack of active demand for organic wine, focusing on consumers’ awareness of organic certification and their knowledge and attitudes about organic wine
A female participant was supported by the rest of her focus group when she said, “I hate purchasing a bottle of wine

Summary

Introduction

The number of organic vineyards has increased significantly across the globe [1,2]. According to the International Wines and Spirits Record (IWSR) [3], Germany has one of the worlds largest markets for organic wine, leading some to assume that there is an active demand for the product in the country. Regardless, several studies have revealed that this growing supply is not indicative of a consistently increasing demand. According to studies by Remaud et al [4], Hoffmann and Szolnoki [5] and Szolnoki and Hauck [6], there is a low awareness of and correspondingly low demand for organic wine, which is not the case for organic foods. Hauck and Szolnoki’s [9] research indicated that one of the main reasons that conventional wine producers do not switch to organic production is the lack of demand

Objectives

Methods

Results

Discussion

Conclusion