PurposeThis study investigates organic wine consumption and analysed the motives, preferences and basic characteristics of German consumers of organic and non-organic wines.Design/methodology/approachThe comparative study is based on data from a representative survey conducted with 2,000 consumers in Germany. Two segments of wine drinkers were created according to their consumption of organic wine. Consumers of organic and non-organic wine were compared by analysing the differences in wine-related behavioural factors and socio-demographic variables.FindingsThe study reveals that consumers of organic wine differ significantly from those who do not drink organic wines. Socio-demographic factors (e.g. age and social class) and behavioural attributes (e.g. frequency of wine consumption and involvement with and preference for other organic products) demonstrate the differences between the two consumer groups.Originality/valueTo our knowledge, no findings exist to date regarding differences between consumers of organic wine and consumers of non-organic wine. Therefore, these results fill a research gap and provide valuable inputs both to the wine industry as well as to the scientific community dealing with organic food preferences.

This study aims to examine what German wine consumers know and think about organic wine. It also investigates the effects that knowledge and attitudes have on wine purchasing decisions. Data for this survey were collected using a qualitative approach, with 12 focus group discussions at three different locations in Germany, observations of wine choices and an acceptance test to assess consumers’ knowledge of and reactions to organic wine. Most wine consumers are unaware if a wine is organic when they purchase it. A general skepticism and lack of knowledge about organic wines undermine any active demand for these products. Information and comparisons between the production of organic and conventional wines can improve awareness and consideration of the organic variety and increase consumers’ willingness to buy organic wine. To increase the active demand for organic wine, its attributes need to be communicated to consumers. This can be achieved by improving the visibility of organic certification, conducting information campaigns to inform consumers about wine and organic wine production and collaborating with organic wine associations to advance the public image of organic wines.

This study investigates the motives for producers that inform decisions to convert or not convert to organic wine production as well as the motives for retailers to offer or not offer organic wine and promotion of organic wine from producers’ and retailers’ perspectives. In total, 100 semi-structured in-depth interviews with 25 different types of retailers, 50 organic wineries and 25 non-organic wineries were conducted and analysed using content analysis and grounded theory. Additionally, the wine offers of 25 stores were analysed to develop an understanding of the distribution and promotion of organic wines. Producers choose to switch or not to switch to organic farming for primarily altruistic reasons. Because organic wine producers do not specifically focus on the organic nature of their wines in their communications, this attribute is typically disregarded by retailers and consumers during their wine-buying decisions, which undermines the growing demand for organic wine. There are significant differences between wine-growing regions in Germany and their vine cultivation conditions due to weather, the steepness of slopes and the attitudes towards converting conventional wine production to organic wine production. Missing knowledge and a low demand for organic wines are barriers for retailers to focus on organic wine. To our knowledge, this is the first study to investigate organic wines from numerous producers in every wine-growing region in Germany and various retailers in Germany. The focus on communication shows a lack in the knowledge transfer along the value chain of organic wine. Therefore, this study fills a research gap and provides valuable practical insight into the organic market for the wine industry and the scientific community.