Influence of Information about Fungus-Resistant Grape Varieties on Hedonic Ratings by Consumers – a Central Location Test in Germany

Abstract

This study examines the impact of information about resistant grape varieties on consumer sensory acceptance. Specifically, it investigates how consumers’ perception of fungus-resistant grape varieties is influenced by providing information about these varieties. The study utilises data from a central location test conducted with 244 consumers in Germany featuring 8 different wines. The sample was carefully selected to ensure representativeness across gender, age and frequency of consumption. The data were analysed using descriptive and multivariate statistical techniques. The results indicate that consumers rate the quality and willingness to pay for wines made from fungus-resistant grape varieties similarly to wines made from traditional grape varieties when tasted without any prior information about the wines or the influence of fungus-resistant grape varieties in viticulture. However, providing consumers with information prior to tasting results in a positive effect on their assessment of quality and willingness to pay for wines made from resistant grape varieties. By offering information about the positive effects of fungus-resistant grape varieties, it is possible to enhance consumer acceptance and increase their willingness to pay for wines from resistant grapes.