Organic label's halo effect on sensory and hedonic experience of wine: A pilot study

Abstract

This exploratory pilot study analyzes the influence of organic labeling on the sensory perception of wine, assessing not only overall hedonic rating but specific experiences of different sensory qualities, and addresses the question whether the organic halo effect on hedonic evaluation and purchase intention can be explained by variations in sensory ratings. A sample of 90 consumers took part in a one‐way (organic label vs. control), between‐groups experimental design comprising a wine tasting task and subsequent evaluation of the wine's sensory properties. All individual tasted the same organic wine. In addition to showing that organic labeling increases hedonic evaluation and purchase intention, results provide evidence that sensory perception changes significantly when a wine carries an organic label, compared with the same wine lacking the organic claim. When labeled organic, the same wine was perceived as having a finer, more intense, more fruity and floral aroma, a more intense, pleasurable and fruity flavor, as well as a smoother texture, and better body. Results further showed that the organic halo effect on hedonic evaluation and purchase intention was totally mediated by increases in sensory ratings and perceived healthiness, providing a process explanation for this effect. Additional evidence points to health concerned individuals being less prone to the organic halo effect. Practical applications The finding that consumers not only associate health benefits with organic wine, but that there are expectancy beliefs involved that in addition to increasing hedonic ratings induce a more intense experience of sensory properties, has significant implications for marketers of organic wine and consumer policy aimed at promoting consumption of organic produce. Our findings suggest appealing to these expectations with the use of communicational claims that highlight the sensory experience derived from consuming organic wines. Sensory qualities are particularly relevant for wine, a food product where sensory experiences strongly determine consumer preferences. As our study shows, the positive halo effect that organic labeling has on hedonic evaluation of the wine and purchase intention can be explained by an enhanced sensory experience, particularly taste.

Consumers' hedonic liking of different labeled and conventional food products in Slovenia

“…These findings directly contrast with the findings of many researchers (e.g., Mueller & Szolnoki, ; Olsen et al, ; Torres‐Moreno et al, ; Varela et al, ; Vidal et al, ) who found that information had at least a small impact on overall liking scores. They are also in contrast with findings of a recent study by Apaolaza et al () showing that labeling affects consumer's beliefs. This discrepancy may be explained by the fact the labeled and conventional food products that were analyzed have quite similar taste qualities due to use of the same local/regional ingredients and akin traditional recipes and production process (Kos Skubic, Klopčič, & Erjavec, ).…”

“…It does not include a manipulation check addressing whether the participants truly perceived the product they were testing was a labeled product, which could affect the results. Moreover, since the final effect of the label on consumer purchasing behavior is most relevant (Apaolaza et al, ), future studies should also examine the labeling effect on purchase intention. One main limitation is that the study only focused on certain labels related to quality, PDO and PGI in particular.…”

“…Although the PDO/PGI‐labeled food product halo effect on hedonic evaluation has not been studied yet, a similar result can be expected as for the organic halo effect. In a recent study, Apaolaza, Hartmann, Echebarria, and Barrutia () show that sensory perception changes significantly when wine comes with an organic label compared to the same wine devoid of the organic claim.…”

Does information about organic status affect consumer sensory liking and willingness to pay for beer?

“…In a study with panelists who were uninformed about organic status, panelists exhibit the same liking scores for organic wine and conventional wines, although the authors still estimate that panelists will pay a price premium for the organic wine (Pagliarini, Laureati, & Gaeta, ). On the other hand, Apaolaza, Hartmann, Echebarria, and Barrutia () show consumers express higher hedonic ratings for wine when an organic label is present in addition to believing that organic wine is healthier.…”

Understanding perceptions and beliefs about different types of fermented milks through the application of projective techniques: A case study using Haire's shopping list and free word association

“…The organic product presented a strong association to the categories “Price” ( p = .001), by the aggregated product's value; “Quality” ( p = .001), by the perception of superior quality; and “Unfamiliarity/mistrust” ( p = .05), showing a low participant's affinity with the mentioned products. Previous studies reported that despite low knowledge about the products, regulations, and certifications, the organic foods are seen as elements of good quality, and although the organic labeling raises the hedonic evaluation and purchase intention, the higher price commercially practiced is still a limiting factor to the consumption and growth of the organic products segment (Apaolaza, Hartmann, Echebarria, & Barrutia, ; Hidalgo‐Baz et al, ; Marian, Chrysochou, Krystallis, & Thøgersen, ). In this context, it is highlighted the need to implement strategies by the sectors involved in the organic dairy marketing chain that make the information clearer and accessible to the consumer, as well as certification mechanisms that guarantee the quality and suitability of these products.…”