Tasting green: An experimental design for investigating consumer perception of organic wine

By Klaus-Peter Wiedmann, Nadine Hennigs, Stefan Behrens, Christiane Klarmann. 2014

136 citations recorded by the source corpus.

Purpose – There is empirical evidence that the image of organic products has a stronger effect on consumer perception than the intrinsic characteristics. Against this background, the aim of this paper is twofold; first, to ascertain if the stimulus “organic food”, placed by storytelling, influences the perception of wine. Based on this, the study tries to discover wherein a positive perception of organic wine might be reflected (e.g. willingness to pay premium prices, better taste perception). Design/methodology/approach – Focusing on the consumer perception and evaluation of conventional versus organic wine, it was decided to use an experimental design with a blind taste test procedure. The prediction was that subjects would rank a wine described as organic higher than a conventional wine – even if there is no objective difference. Consumer perceptions and attitudes toward the wines were assessed using a questionnaire including wine preference, buying and recommendation intention, and willingness to pay....

Subfields: Food Science, Plant Science, Tourism, Leisure and Hospitality Management

View Paper: https://www.semanticscholar.org/paper/c7fbea8e43dfde9126295b2851a4752775fc52a6

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Food Science

1. U. Hamm
2. Isabel Schäufele

In Plant Science

1. Isabel Schäufele
2. U. Hamm
3. Sandra Rousseau
4. Rong-Da Liang

In Tourism, Leisure and Hospitality Management

1. U. Hamm
2. Isabel Schäufele
3. Sandra Rousseau
4. Rong-Da Liang

Citations in the corpus

• The green halo: Mechanisms and limits of the eco-label effect (2015, result): “Thus, Experiment 1 differs from all other studies, to date, that have examined the eco-label effect on taste (Lee et al., 2013; Sörqvist et al., 2013; Wiedmann et al., 2014), in that previous studies only have compared taste evaluations of identical products (e.”
• Organic wine purchase behaviour in Germany: Exploring the attitude-behaviour-gap with data from a household panel (2018, background): “In addition, the organic cue had a positive effect on consumers’ sensory evaluation (Pagliarini et al., 2013; Wiedmann et al., 2014), indicating that organic wine is believed to be of higher quality.”