Motivation factors for organic wines. An analysis from the perspective of German producers and retailers

Abstract

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.

Social or environmental consciousness? Exploring the consumption of cooperative wines among European citizens

“…In addition, this study may contribute positively to the debate on the relationship between the preferences of wine cooperative consumers and their organic choices. The results describe how familiar consumers are with organic and cooperative-produced wines, pointing out the opportunity for wines produced by cooperatives to better target the market segments that mainly choose organic products [74].…”

A behavioural perspective of organic wine production decisions: an application to the Spanish wine industry

“…The main reasons to produce organic wine have been addressed, at least to some degree, by the literature on sustainability (Castellini et al., 2014; Cobelli et al., 2021; Dodds et al., 2013; Fairweather, 1999; Hauck et al., 2021). Researchers have relied mostly on the resource-based view (RBV) to explain organic production as a winery's decision to ensure the continuous availability of resources, sustained profits and growth (García-Cortijo et al.…”

Environmental Sustainability and Tourism—The Importance of Organic Wine Production for Wine Tourism in Germany

“…In Germany, [26] found that 40% of consumers are unaware that organic wine exists. Later, [3] found that wineries often did not communicate the production of organic wine. The reason for producing organic wines is related more to their own values and attitudes than to promotional outcomes.…”

“…As part of the European agricultural sector, German wine producers are expected to increase the share of organically cultivated vineyards to 25% by 2030 [2]. While the share of organic vineyards has risen strongly over the past decades, the demand for organically produced wines could not keep up with the growth in supply [3]. There are consumer groups that show a higher interest in organic wines, such as highly involved wine drinkers.…”