Riccardo Vecchio: Department of Agricultural Sciences, University of Naples Federico II, Italy.
Gergely Szolnoki: Department for Business Administration and Market Research, Hochschule Geisenheim University, Germany.
A wealth of scientific papers has demonstrated the role of credence attributes on consumers’ perceived quality and sensory experiences (among others, Fernqvist and Ekelund, 2014). In addition, it is well documented that the attitude of consumers towards organic food is in general positive with typically associated benefits being superior taste, more environmental-friendliness, improved health, safer food, and more animal welfare (Marian, Chrysochou, Krystallis, and Thøgersen, 2014). Nevertheless, Lockshin and Corsi (2012, p.17) insert: “Sustainable/organic wines represent another area where wine marketing researchers should not dedicate much energy. It is known that a small segment of the population is willing to buy this type of wine. Segment size has been small, and it has not grown much…. Consumers seem to be unwilling to trade quality for a wine that is organic/sustainable, and will not spend more for these wines compared to regular ones”. We challenge this conclusion considering the increasing consumer demand for healthy and quality food in developed countries (Lee and Yun, 2015) and the relevant growth of organic vineyards worldwide in the last decade (OIV, 2017). In addition, a limited amount of studies has evaluated the effects of organic production practices on composition and sensory attributes of wines (Comuzzo et al., 2013).
This special session addresses the role of the organic attribute of wine on consumer perceptions and preferences and sensory properties.
We welcome theoretical and empirical contributions from researchers and practitioners on the following themes as well as ideas broadly related to this specific session:
- The influence of the organic attribute on wine perceived quality, sensory experiences, preferences and consumers’ willingness to pay
- The interaction between the organic attribute and other wine attributes (e.g. taste, origin, grape variety)
- The role of personal determinants (as values and beliefs) as motivators for the purchase of organic wine
- The relations between consumer characteristics (as wine involvement, wine subjective and objective knowledge, socio-demographic profile) and organic wine buying behavior
- The peculiarities of organic wines’ consumer targets and the cross-country differences (and similarities) in consumer decision-making
- The relationship between organic production practices and wine sensory properties
A selection of the best articles will be considered for the submission to "Wine Economics and Policy" Journal.