Consumer acceptance of fungus-resistant grape wines: Evidence from Italy, the UK, and the USA

Abstract

While there is evidence of consumers’ interest in wine sustainability, acceptance of innovations in wine production is not guaranteed. The current study addresses this issue by analyzing consumers’ acceptance of fungus-resistant grape (FRG) wines, a sustainable innovation that can substantially reduce the need for chemical inputs in viticulture. To do so, by means of an online survey including large samples of regular wine drinkers in Italy (N = 752), the UK (N = 858) and the USA (N = 856), the study compares individuals’ preferences for conventional wines with preferences for FRG wines. The study also explores whether FRG wine acceptance is influenced by informal or formal purchase occasion, by different types of information regarding the product, and by individual attitudinal characteristics. The findings show a general acceptance of FRG wines among consumers. In particular, consumers’ preferences for FRG wines on formal occasions are not significantly different from their preferences for conventional wine, whereas on informal occasions, consumers prefer FRG wines over conventional wines. Regarding the impact of information on participant choice, participants informed about the potential effects of FRG on sensory wine characteristics had lower preferences for FRG wines than those who read an information script regarding crop biodiversity. Last, individuals’ sustainability concerns and food technology neophobia had positive and negative influences on FRG acceptance, respectively. Overall, this research provides wineries, nurseries and policy-makers with important insights concerning the market potential of FRG wines in three key markets.

Consumer preferences for fungus-resistant grape varieties: an explorative segmentation study in Germany

“…Following the general consumer trend towards more sustainable consumption (Willer and Zanoli, 2000), the environmental aspect ranked second, encompassing variables focused on sustainable consumption. Another factor depicted wine consumers' neophobia, which, as previously demonstrated (Vecchio et al, 2022), can be crucial. This factor characterised the buying attitude towards low-risk purchase behaviour.…”

“…Regarding willingness to pay, there was a clear trend positioning wines from resistant grape varieties in a higher price segment, while wines from conventional varieties and cultivation were placed in the mid- or low-price segment. This could base on the presentation of the unique and innovative nature, influencing consumers’ willingness to pay, as highlighted by Vecchio et al. (2022), Nesselhauf (2018) and Fuentes Espinoza et al.…”

“…Nesselhauf (2018) found that German consumers tend to be open to innovations from the organic sector and that consumers with a high level of involvement are willing to buy wines made from FRGV. However, Vecchio et al. (2022) identified neophobia as an additional barrier to purchasing wine from these varieties.…”

“…Nesselhauf (2018) found that German consumers tend to be open to innovations from the organic sector and that consumers with a high level of involvement are willing to buy wines made from FRGV. However, Vecchio et al (2022) identified neophobia as an additional barrier to purchasing wine from these varieties. To overcome these barriers, it is essential to educate consumers and challenge traditional ways of thinking through effective communication strategies (Ram and Sheth, 1989).…”

Short supply chains and the adoption of fungus‐resistant grapevine varieties

“…Previous studies found consumers are willing to pay less for varieties they are not familiar with which is likely the case for many fungus‐resistant varieties (Nesselhauf, Fleuchaus, & Theuvsen, 2019). In contrast, Vecchio, Pomarici, Giampietri, and Borrello (2022) found consumers were willing to pay more for fungus‐resistant wine than conventional (i.e., from non fungus‐resistant varieties) wine on informal occasions while on formal occasions there was no difference in willingness to pay for fungus‐resistant and conventional wine.…”