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Do Australian wine consumers value organic wine?

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dc.contributor.authorRemaud, H.
dc.contributor.authorMueller, S.
dc.contributor.authorChvyl, P.
dc.contributor.authorLockshin, L.
dc.contributor.conference4th International conference of the Academy of Wine Business Research (17 Jul 2008 - 19 Jul 2008 : Siena, Italy)
dc.date.issued2008
dc.description.abstractEco-friendly products are gaining in popularity, and at present various claims are being used to attract the 'green' consumer. In the food and beverage industry, many official and private stickers touting the purity of the food or beverage compete as a cue with the aim of attracting both core and peripheral green consumers. "Organic" is one of these claims. Many studies have been conducted around the world to describe the organic consumer, his willingness to pay for organic products, and his motives to purchase such products. However, there is very little about organic wine consumers.This paper explores the importance that is given to the organic attribute by Australian wine consumers compared to three others: price, region of origin and another eco-friendly claim. A choice experiment has been used to test the importance and the utility attached to each level of each attribute.The results indicate that organic, as an attribute, is valued very little by the 'average' Australian wine consumer. However, a segmentation analysis revealed that a minority of wine consumers do value eco-friendly wines and are willing to pay a price premium of $4.99 when buying wines above $12.50. Implications for wine producers and recommendations for future research are provided.
dc.identifier.citationProceedings of the 4th International Conference of the Academy of Wine Business Research, 2008, pp.1-15
dc.identifier.urihttps://hdl.handle.net/11541.2/112914
dc.language.isoen
dc.publisherAWBR - University of Siena
dc.publisher.placeSiena, Italy
dc.rightsCopyright 2008 AWBR - University of Siena
dc.source.urihttp://academyofwinebusiness.com/wp-content/uploads/2010/04/Do-Australian-wine-consumers-value-organic-wine_paper.pdf
dc.subjectwine
dc.subjectorganic
dc.subjectAustralia
dc.subjectdiscrete choice experiment
dc.titleDo Australian wine consumers value organic wine?
dc.typeConference paper
pubs.publication-statusPublished
ror.fileinfo12143719460001831 13143716580001831 9915911284901831_53119920980001831.pdf
ror.mmsid9915911284901831

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