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

Ioannis Maisoglou; Georgia Soultani; Eleni Malissiova; Vasilios Manouras; Athanasios Manouras

doi:10.4081/ws.12429

Authors

Ioannis Maisoglou Food Chemistry and Technology Laboratory, Nutrition and Dietetics Department, University of Thessaly, Trikala, Greece.
Georgia Soultani Laboratory of Analytical Chemistry, Department of Chemistry, National and Kapodistrian University of Athens, Greece. https://orcid.org/0000-0001-5692-5094
Eleni Malissiova Food of Animal Origin Laboratory, Animal Science Department, University of Thessaly, Larisa, Greece.
Vasilios Manouras Food of Animal Origin Laboratory, Animal Science Department, University of Thessaly, Larisa, Greece.
Athanasios Manouras
amanouras@uth.gr
Food Chemistry and Technology Laboratory, Nutrition and Dietetics Department, University of Thessaly, Trikala, Greece. https://orcid.org/0000-0003-2263-0436

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.

Hurtado-Barroso S, Tresserra-Rimbau A, Vallverdú-Queralt A, Lamuela-Raventós RM. Organic food and the impact on human health. Crit Rev Food Sci Nutr 2019;59:704-14. DOI: https://doi.org/10.1080/10408398.2017.1394815

Van Doorn J, Verhoef PC. Drivers of and barriers to organic purchase behavior. J Retail 2015;91:436-50. DOI: https://doi.org/10.1016/j.jretai.2015.02.003

Rana J, Paul J. Consumer behavior and purchase intention for organic food: a review and research agenda. J Retail Consum Serv 2017;38:157-65. DOI: https://doi.org/10.1016/j.jretconser.2017.06.004

European Union. Regulation (EU) 2018/848 of the European Parliament and of the Council of 30 May 2018 on organic production and labeling of organic products and repealing Council Regulation (EC) No 834/2007. 2018. Available from: http://data.europa.eu/eli/reg/2018/848/2023-02-21.

Corsi A, Strøm S. The price premium for organic wines: estimating a hedonic farm-gate price equation. J Wine Econ 2013;8:29-48. DOI: https://doi.org/10.1017/jwe.2012.22

Szolnoki G, Hauck K. Analysis of German wine consumers’ preferences for organic and non-organic wines. Br Food J 2020;122:2077-87. DOI: https://doi.org/10.1108/BFJ-10-2019-0752

Rabadán A, Bernabéu R. An approach to eco-innovation in wine production from a consumer’s perspective. J Clean Prod 2021;310:127479. DOI: https://doi.org/10.1016/j.jclepro.2021.127479

Nieto-Villegas R, Rabadán A, Bernabéu R. A gender approach to wine innovation and organic wine preferences. Ciênc E Téc Vitivinícola 2022;37:60-70. DOI: https://doi.org/10.1051/ctv/ctv20223701060

Stolz H, Schmid O. Consumer attitudes and expectations of organic wine. 16th IFOAM Organic World Congress, Modena, Italy, June 16-20, 2008. Available from: http://orgprints.org/view/projects/conference.htm

Mann S, Ferjani A, Reissig L. What matters to consumers of organic wine? Br Food J 2012;114:272-84.

Ferreira C, Lourenço-Gomes L, Pinto LMC, Silva AP. Is there a gender effect on wine choice in Portugal? – A qualitative approach. Int J Wine Bus Res 2019;31:618-39. DOI: https://doi.org/10.1108/IJWBR-08-2018-0040

De-Magistris T, Gracia A, Albisu LM. Wine consumers’ preferences in Spain: an analysis using the best-worst scaling approach. Span J Agric Res 2014;12:529. DOI: https://doi.org/10.5424/sjar/2014123-4499

Rossetto L, Galletto L. Retail strategies for rosé wines in Italy: a hedonic price analysis. Int J Wine Bus Res 2019;31:282-302. DOI: https://doi.org/10.1108/IJWBR-03-2018-0013

Forbes SL. The influence of gender on wine purchasing and consumption. Int J Wine Bus Res 2012;24:146-59.

Pelet JÉ, Durrieu F, Lick E. Label design of wines sold online: effects of perceived authenticity on purchase intentions. J Retail Consum Serv 2020;55:102087. DOI: https://doi.org/10.1016/j.jretconser.2020.102087

Zander K, Janssen M. Präferenzen deutscher Öko-Konsumenten für Wein. In: Proceedings of the Schriftender Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaus eV. Stuttgart, Germany, 26-28 Sept 2012:177–188.

Drava G, Minganti V. Mineral composition of organic and conventional white wines from Italy. Heliyon 2019;5:e02464.

Fuentes-García FJ, Cosano-Carrillo AB, Sánchez-Cañizares SM. Exploratory analysis of foreign markets for Spanish organic wines. Cienc E Investig Agrar 2015;42:2. DOI: https://doi.org/10.4067/S0718-16202015000200002

Minagric. 2019. Available from: http://www2.minagric.gr/images/stories/docs/agrotis/Biologika/statist_fitikis2018.pdf

Minagric. 2019. Available from: http://www2.minagric.gr/images/stories/docs/agrotis/Biologika/statist_metap2018.pdf.

Lockshin L, Mueller S, Louviere J, et al. Development of a new method to measure how consumers choose wine. Aust NZ Wine Ind 2009;24:37-42.

Forbes SL. The influence of gender on wine purchasing and consumption. Int J Wine Bus Res 2012;24:146-59. DOI: https://doi.org/10.1108/17511061211238939

Boncinelli F, Dominici A, Gerini F, Marone E. Consumers wine preferences according to purchase occasion: Personal consumption and gift-giving. Food Qual Prefer 2019;71:270-8. DOI: https://doi.org/10.1016/j.foodqual.2018.07.013

Hauck K, Szolnoki G. German consumers’ perceptions of organic wine - A qualitative approach. Sustainability 2020;12:7729. DOI: https://doi.org/10.3390/su12187729

Frostling-Henningsson M, Hedbom M, Wilandh L. Intentions to buy “organic” not manifested in practice. Br Food J 2014;116:872-87. DOI: https://doi.org/10.1108/BFJ-11-2010-0190

Malissiova E, Tsokana K, Soultani G, et al. Organic food: A Study of consumer perception and preferences in Greece. Appl Food Res. 2022;2:100129. DOI: https://doi.org/10.1016/j.afres.2022.100129

Di Vita G, Pappalardo G, Chinnici G, et al. Not everything has been still explored: further thoughts on additional price for the organic wine. J Clean Prod 2019;231:520-8. DOI: https://doi.org/10.1016/j.jclepro.2019.05.268

Janssen M, Schäufele I, Zander K. Target groups for organic wine: the importance of segmentation analysis. Food Qual Prefer 2020;79:103785. DOI: https://doi.org/10.1016/j.foodqual.2019.103785

Rodríguez-Bermúdez R, Miranda M, Orjales I, et al. Consumers’ perception of and attitudes towards organic food in Galicia (Northern Spain). Int J Consum Stud 2020;44:206-19. DOI: https://doi.org/10.1111/ijcs.12557

D’Amico M, Di Vita G, Monaco L. Exploring environmental consciousness and consumer preferences for organic wines without sulfites. J Clean Prod 2016;120:64-71. DOI: https://doi.org/10.1016/j.jclepro.2016.02.014

Pomarici E, Vecchio R. Millennial generation attitudes to sustainable wine: an exploratory study on Italian consumers. J Clean Prod 2014 Mar 1;66:537–45.

Galati A, Schifani G, Crescimanno M, Migliore G. “Natural wine” consumers and interest in label information: an analysis of willingness to pay in a new Italian wine market segment. J Clean Prod 2019;227:405-13. DOI: https://doi.org/10.1016/j.jclepro.2019.04.219

Sellers R. Would you pay a price premium for a sustainable wine? The voice of the Spanish consumer. Florence “Sustainability Well-Int Forum” 2015 Food Sustain Just Food Florence SWIF 2015. 2016;8:10–6. DOI: https://doi.org/10.1016/j.aaspro.2016.02.003

Loureiro ML. Rethinking new wines: implications of local and environmentally friendly labels. Food Policy 2003;28:547-60. DOI: https://doi.org/10.1016/j.foodpol.2003.10.004

D’amico M, Di Vita G, Chinnici G, et al. Short food supply chain and locally produced wines: factors affecting consumer behavior. Ital J Food Sci 2014;26:329-34.

Schäufele I, Hamm U. Organic wine purchase behaviour in Germany: exploring the attitude-behaviour-gap with data from a household panel. Food Qual Prefer 2018;63:1-11. DOI: https://doi.org/10.1016/j.foodqual.2017.07.010

Woods TA, Nogueira L, Yang SH. Linking wine consumers to the consumption of local wines and winery visits in the Northern Appalachian States. Int Food Agribus Manag Rev 2013;16:181-205.

Schäufele I, Hamm U. Consumers’ perceptions, preferences and willingness-to-pay for wine with sustainability characteristics: a review. J Clean Prod 2017;147:379-94. DOI: https://doi.org/10.1016/j.jclepro.2017.01.118

Sogari G, Mora C, Menozzi D. Consumers’ perception of organic wine. A case study of German and Italian young consumers. In: Wine and Tourism A value-added partnership for promoting regional economic cycles. EURAC Book; Bolzano, Italy; 2013.

Maisoglou, I., Soultani, G., Malissiova, E., Manouras, V., & Manouras, A. (2024). Perceptions and behaviors of wine consumers towards organic wine: a case study in central Greece. Wine Studies, 3. https://doi.org/10.4081/ws.12429