Assessing perceptions of wine tourists on organic wine

Author/s Anna Paola Antonazzo, Mariantonietta Fiore, Piermichele La Sala, Francesco Contò
Publishing Year 2015 Issue 2015/2
Language Italian Pages 20 P. 57-76 File size 157 KB
DOI 10.3280/ECAG2015-002004
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

Wine consumption has, over the years, assumed an important cultural and social value which might be considered ‘hedonistic’. The evocativeness of wines lies in its recalling its territory of origin, and this function emerges especially among consumers who tend to travel in wine-producing regions. The establishment of the Reg. (EC) No. 834/2007 complemented by Reg. (EU) No. 203/2012 marking the transition from the "made from organic grapes" label to the "organic wine" label, enhanced the economic-ecological and social meaning of oenological products. Although the wine consumer focuses more on price, packaging and brand awareness, new trends in consumer preferences are moving towards innovative oenological products characterized by low sulfite and lower alcohol content. The purpose of this study is to assess perception of organic wine within a sample of consumers who are willing to travel to consume quality wine and to experience other particular attributes such as Protected Designation of Origin and region of origin, as well as price. The methodology consisted of Choice Experiments. The survey was conducted in June and July of 2013 in a region in the South of Italy. The data was collected during the "Calici di Stelle" event in Trani (Apulia), which is an annual wine tasting event aimed at fostering wine tourism in regions whose wine companies invest particularly in the high quality and sustainability of their products. We expect that organic certification labels will have a significant influence on the process of turning wine ‘credence’ attributes into ‘search’ attributes and could have a positive influence on the choice of a wine from the shelf. Filling the information gap in consumers’ perception of organic components may improve the competitiveness of local producers in the global market.

Keywords: Consumer perceptions, organic wine, choice experiments, wine-tourism, Conditional Logit Model Estimations

Jel codes: Q10, Q18, C25, D12, L83, Q10

  1. Alebaki, M. & Iakovidou, O. (2011). Market segmentation in wine tourism: A comparison of approaches. Tourismos, 6(1), 123-140.
  2. Barber, N., Taylor, C. & Strick, S. (2009). Wine consumers’ environmental knowledge and attitudes: Influence on willingness to purchase. International Journal of Wine Research, 1(1), 59-72. DOI: 10.2147/IJWR.S4649
  3. Bertolini, A. (2009). I ready meal trovano risposte nei formaggi, salumi e gastronomia, Mercati Mark up, Formaggi salumi e gastronomia supplemento a Mark up, 178, 8-9.
  4. Birol, E., Karousakis, K. & Koundouri, P. (2006). Using a choice experiment to account for preference heterogeneity in wetland attributes: The case of Cheimaditida wetland in Greece. Ecological Economics, 60(1), 145-156. DOI: 10.1016/j.ecolecon.2006.06.002
  5. Burton, M., Rigby, D., Young, T. & James, S. (2001). Consumer attitudes to genetically modified organisms in food in the UK. European Review of Agricultural Economics, 28(4), 479-498.
  6. Chiodo, E., Casolani, N. & Fantini, A. (2011). Regulatory Policies and Consumers Perception of Wines with Protected Designation of Origin: A Conjoint Experiment. eaae 2011 Congress Change and Uncertainty Challenges for Agriculture, Food and Natural Resources. August 30-September 2, 2011, Zurich, Switzerland.
  7. Oczkowski, E. (2001) Hedonic price functions and measurement error. Economic record, 77: 374-382.
  8. cia (2013). Vinitaly, cresce la domanda di vino “bio” in Italia, le superfici dedicate superano i 52 mila ettari, available at: 10/07/2014, 16.20.
  9. Cicia, G., Del Giudice, T. & Scarpa, R. (2002). Consumers’ perception of quality in organic food: A random utility model under preference heterogeneity and choice correlation from rank-orderings. British Food Journal, 104(3/4/5), 200-213. DOI: 10.1108/00070700210425660
  10. Cholette, S. & Castaldi, R. (2005). Analyzing the US Retail Wine Market Using Price and Consumer Segmentation Models.
  11. Conto F., Fiore M., Santini C. & Silvestri R. (2013), Exploring the Determinants of Marketing Innovative Behaviours in Wine smes: an Explorative Case Study in the Apulian Wine Business. 6th euromed Conference Proceedings ‘Confronting Contemporary Business Challenges through Management Innovation’, Estoril,
  12. Cascais (Portogallo), 23-24 Settembre 2013, pp. 608-626. EuromedPress. isbn: 978-9963-711-16-1.
  13. Corsi, A. & Strøm, S. (2008). Il premio di prezzo per i vini biologici. XLV Convegno di Studi della Sidea, Portici.
  14. Davis, A., Titterington, A.J. & Cochrane, C. (1995), Who buys organic food? A profile of the purchasers of organic food in Northern Ireland. British Food Journal, 97(1): 17-23.
  15. Dodds, W.B., Monroe, K.B. & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307. DOI: 10.2307/3172866
  16. Forbes, S.L., Cohen, D., Cullen, R., Wratten, S.D. & Fountain, J. (2009). Consumer attitudes regarding environmentally sustainable wine: an exploratory study of the New Zealand marketplace. Journal of Cleaner Production, 17(13), 1195-1199. DOI: 10.1016/j.jclepro.2009.04.008
  17. Forbes, S.L. & Dean, D. (2013). Consumer Perceptions of Wine Brand Names, Wine &Viticulture Journal, 29(5), 55-58.
  18. Famularo, B., Bruwer, J. &Li, E., (2010). Region of origin as choice factor: wine knowledge and wine tourism involvement influence. International Journal of Wine Business Research, 22, 4, 362-385.
  19. Galloway, G., Mitchell, R., Getz, D., Crouch G. & Ong, B. (2008). Sensation seeking and the prediction of attitudes and behaviours of wine tourists. Tourism Management, 29(5), 950-966.
  20. Gronau, W. & Kaufmann, R. (2009). Tourism as a stimulus for sustainable development in rural areas: A Cypriot perspective. Tourismos, 4(1), 83-96.
  21. Hanley, N., MacMillan, D. & Wright, R. (1998). Contingent valuation versus choice experiments: estimating the benefits of environmentally sensitive areas in Scotland. Journal of Agricultural Economics, 49, 1-15.
  22. Hirschman, E.C. & Holbrook, M.B. (1982) Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing, 46, 92-101.
  23. Hughner, R.S., McDonagh, P., Prothero, A., Schulz, C.J. & Stanton, J. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour, 6, 94-110.
  24. Ippolito, S. (2008). I comportamenti di consumo cambiano con il mutare degli anni, MercatiMark up – Formaggi 2008, supplemento a Mark up 166, 8-11.
  25. Krystallis, A., Arvanitoyannis, I. & Chryssohoidis, G. (2006). Is there a real difference between conventional and organic meat? Investigating consumer’s attitudes towards both meat types as an indicator of organic meat’s market potential. Journal of Food Products Marketing, 12, 47-78.
  26. Pine, J.B. & Gilmore, J.H. (1999), The Experience Economy. Harvard Business School Press.
  27. Janssen, M. & Hamm, U. (2012). Product labelling in the market for organic food: Consumer preferences and willingness-to-pay for different organic certification logos. Food Quality and Preference, 25(1), 9-22. DOI: 10.1016/j.foodqual.2011.12.004
  28. Janssen, M., Heid, A. & Hamm, U. (2009). Is there a promising market “in between” organic and conventional food? Analysis of consumer preferences. Renewable Agriculture and Food Systems, 24(03), 205. DOI: 10.1017/S1742170509990056
  29. Lancaster, K.J. (1966). A new approach to consumer theory. The Journal of Political Economy, 74(2), 132-157.
  30. Larceneux, F., Benoit-Moreau, F. & Renaudin, V. (2012). Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects. Journal of Consumer Policy, 35(1), 85-104. DOI: 10.1007/s10603-011-9186
  31. 1. Latacz-Lohmann, U. & Foster, C. (1997). From “niche” to “mainstream” – Strategies for marketing organic food in Germany and the UK. British Food Journal, 99, 275-282.
  32. Lecocq, S. & Visser, M. (2006) What determines wine prices: objective vs. Sensory characteristics. Journal of Wine Economics, 1(1), 42-56.
  33. Lyons K., Burch D., Lawrence G. & Lockie S. (2004). Contrasting paths of corporate greening in Antipodean agriculture: organics and green production. In Jansen K., Vellema S. (Eds.), Agribusiness and society: corporate responses to environmentalism, market opportunities and public regulation. New York: Zed Books.
  34. Lockshin, L., Jarvis, W., d’Hauteville, F. & Perrouty, J.P. (2006). Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice. Food Quality and Preference, 17(3-4), 166-178. DOI: 10.1016/j.foodqual.2005.03.009
  35. Lodorfos, G.N. & Dennis, J. (2008). Consumers’ Intent: In the organic food market. Journal of Food Products Marketing, 14(2), 17-38.
  36. Loureiro, M.L. & Umberger, W.J. (2007). A choice experiment model for beef: What US consumer responses tell us about relative preferences for food safety, countryof-origin labeling and traceability. Food Policy, 32(4), 496-514. DOI: 10.1016/j.foodpol.2006.11.006
  37. Louviere J., Hensher D.A. & Swait, J.D. (2000). Stated choice models: analysis and application. Cambridge: Cambridge University Press.
  38. Makatouni, A. (2002). What motivates consumers to buy organic foodin the UK? Results from a qualitative study. British Food Journal, 104(3), 345-352.
  39. McCutcheon, E., Bruwer, J. & Li, E. (2009). Region of origin and its importance among choice factors in the wine‐buying decision making of consumers. International Journal of Wine Business Research, 21, 3, 212-234.
  40. McFadden, D. (1974). Conditional logit analysis of qualitative choice behaviour. In Zarembka P. (Ed.), Frontiers in Econometrics. New York: Academic Press.
  41. Molla-Bauza M.B., Martinez-Carrasco Martinez L., Martinez Poveda A. & Rico Perez, M. (2005). Determination of the surplus that consumers are willing to pay for an organic wine. Spanish Journal of Agricultural Research, 3(1), 43-51.
  42. Mueller, S. & Szolnoki, G. (2010). The relative influence of packaging, labelling, branding and sensory attributes on liking and purchase intent: Consumers differ in their responsiveness. Food Quality and Preference, 21(7), 774-783. DOI: 10.1016/j.foodqual.2010.07.011
  43. Nerlove, M. (1995). Hedonic price functions and the measurement of preferences: The case of Swedish wine consumers. European Economic Review, 39, 1697-1716.
  44. Nomisma (2014). Winemonitor. Website:
  45. Remaud, H. (2008). Do Australian Wine Consumers Value Organic Wine? 4th International Conference of the Academy of Wine Business Research, Siena 17-19th July 2008.
  46. Ryan, M., Bate, A., Eastmond, C.J. & Ludbrook, A. (2001). Use of discrete choice
  47. experiments to elicit preferences, Quality in Health Care, 10(Suppl I), 55-60. Roddy, G., Cowan, C. & Hutchinson, G. (1996). Irish market. British Food Journal, 96(4), 3-10.
  48. Santos, J.F. & Ribeiro, J.C. (2005). Product Attribute Saliency and Region of Origin: Some Empirical Evidence from Portugal, European Association of Agricultural Economists 2005 International Congress, August 23-27, 2005, Copenhagen, Denmark.
  49. Schamel, G. (2000), Individual and Collective Repuatation Indicators of Wine Quality (March 2000). cies Working Paper No. 10.
  50. Scarpi, D. (2005). Comportamento d’Acquisto Edonista e Utilitarista nei Canali Distributivi. Bologna: Patron Editore.
  51. Shafie, F.A. & Rennie, D. (2012). Consumer Perceptions towards Organic Food. Procedia Social and Behavioral Science, 49(2012), 360-367.
  52. Travisi, C.M. & Nijkamp, P. (2004) Willingness to pay for Agricultural Environmental Safety: Evidence from a Survey of Milan Residents, Tinbergen Institute Discussion Paper TI 2004-070/3.
  53. Van Loo, E.J., Caputo, V., Nayga, R.M., Meullenet, J.F. & Ricke, S.C. (2011). Consumers’ willingness to pay for organic chicken breast: Evidence from choice experiment. Food Quality and Preference, 22(7), 603-613. DOI: 10.1016/j.foodqual.2011.02.003
  54. Vermeir, I. & Verbeke, W. (2006). Sustainable food consumption: exploring the consumer ‘‘attitude-behavioural intention’’ gap. Journal of Agricultural and Environmental Ethics, 19, 169-94.
  55. Worner, F. & Meier-Ploeger, A. (1999). What the consumer says: ecology and farming. ifoam 20, January-April, 14-15.
  56. Yuan, J.J. (2005). An analysis of wine festival attendees’ motivations: A synergy of wine, travel and special events? Journal Of Vacation Marketing, 11(1), 41-58. DOI: 10.1177/1356766705050842
  57. Zanolli, R. & Naspetti, S. (2002). Consumer motivations in the purchase of organic food. British Food Journal, 104, 643-653.
  58. Zikmund, W.G. (1999). Exploring marketing research, 8th edition. Chicago: Dryden Press Publishing.

  • Environmental Sustainability and Tourism—The Importance of Organic Wine Production for Wine Tourism in Germany Gergely Szolnoki, Maximilian Tafel, in Sustainability /2022 pp.11831
    DOI: 10.3390/su141911831
  • How to promote sustainable wine tourism: Insights from Italian and French young adults Riccardo Vecchio, Azzurra Annunziata, Tatiana Bouzdine-Chameeva, in Annals of Tourism Research Empirical Insights 100137/2024 pp.100137
    DOI: 10.1016/j.annale.2024.100137
  • Does organic means health for consumers? Selected issues of organic food market Nina Drejerska, Wioleta Sobczak, Jarosław Gołębiewski, Weronika Aniela Gierula, in British Food Journal /2021 pp.2622
    DOI: 10.1108/BFJ-12-2020-1175

Anna Paola Antonazzo, Mariantonietta Fiore, Piermichele La Sala, Francesco Contò, Assessing perceptions of wine tourists on organic wine in "ECONOMIA AGRO-ALIMENTARE" 2/2015, pp 57-76, DOI: 10.3280/ECAG2015-002004