Organic label's halo effect on sensory and hedonic experience of wine: A pilot study

Abstract

AbstractThis exploratory pilot study analyzes the influence of organic labeling on the sensory perception of wine, assessing not only overall hedonic rating but specific experiences of different sensory qualities, and addresses the question whether the organic halo effect on hedonic evaluation and purchase intention can be explained by variations in sensory ratings. A sample of 90 consumers took part in a one‐way (organic label vs. control), between‐groups experimental design comprising a wine tasting task and subsequent evaluation of the wine's sensory properties. All individual tasted the same organic wine. In addition to showing that organic labeling increases hedonic evaluation and purchase intention, results provide evidence that sensory perception changes significantly when a wine carries an organic label, compared with the same wine lacking the organic claim. When labeled organic, the same wine was perceived as having a finer, more intense, more fruity and floral aroma, a more intense, pleasurable and fruity flavor, as well as a smoother texture, and better body. Results further showed that the organic halo effect on hedonic evaluation and purchase intention was totally mediated by increases in sensory ratings and perceived healthiness, providing a process explanation for this effect. Additional evidence points to health concerned individuals being less prone to the organic halo effect.Practical applicationsThe finding that consumers not only associate health benefits with organic wine, but that there are expectancy beliefs involved that in addition to increasing hedonic ratings induce a more intense experience of sensory properties, has significant implications for marketers of organic wine and consumer policy aimed at promoting consumption of organic produce. Our findings suggest appealing to these expectations with the use of communicational claims that highlight the sensory experience derived from consuming organic wines. Sensory qualities are particularly relevant for wine, a food product where sensory experiences strongly determine consumer preferences. As our study shows, the positive halo effect that organic labeling has on hedonic evaluation of the wine and purchase intention can be explained by an enhanced sensory experience, particularly taste.