Perceptions and behaviors of wine consumers towards organic wine: a case study in central Greece

Abstract

This study investigates the perceptions and behaviors of wine consumers towards organic wine in Central Greece. A survey was conducted among 75 participants across various age groups and regions, encompassing diverse socio-demographic backgrounds such as gender, age, profession, and education. Surprisingly, no significant differences were observed in attitudes towards organic wine across these demographics, except for variations related to place of residence and income. The majority of participants perceived organic wine as a premium product, with urban residents exhibiting a heightened inclination toward its purchase. Despite concerns regarding its high cost, participants expressed a willingness to continue purchasing organic wine owing to its perceived benefits. Based on the fact that there is a lack of relevant studies, this survey sheds light on the evolving consumer preferences and attitudes towards organic wine in the region, providing valuable insights for producers and marketers in the wine industry.