Influence of information about fungus-resistant grape varieties on hedonic ratings by consumers — a central location test in Germany

From Firenze University Press Journal: Wine Economics and Policy

Christoph Kiefer, Department of Wine & Beverage Business, Hochschule Geisenheim University

Gergely Szolnoki, Department of Wine & Beverage Business, Hochschule Geisenheim University

Fungus-resistant grape varieties (FRGVs) assume a pivotal role in realising the objectives outlined in the Farm to Fork Strategy, primarily by mitigating the necessity for fungicide applications in plant protection efforts. This transition not only contributes to a reduction in CO2 emissions but also demonstrates the preservation of soil integrity and the advancement of biodiversity. Beyond the ecological effects, the cultivation of FRGVs holds the potential for economic and societal benefits, thus exerting a positive influence across all dimensions of sustainability. Despite the growing demand for organic food, challenges such as the unappealing nomenclature of grape varieties, divergent taste profiles, the established market dominance of conventional grape varieties (CGVs) and the heightened advisory demands associated with FRGVs collectively impede consumer acceptance. Consequently, despite the expanding interest, the production of FRGVs remains at a mar-ginal level in established as well as new wine-producing countries like Italy, France, the USA, Brazil, Denmark, Poland and Germany. It is important to note that while FRGVs can complement organic production, they represent a distinct approach within sustainable viticulture. Nevertheless, the utilisation of these varieties holds promise in both organic and conventional viticulture, particularly for diminishing the reliance on fungicides. The phenomenon of assimilation and contrast, as described by Tajfel & Wilkes (1963) [18], is related to the discussion of consumer neophobia. According to Ram & Sheth (1989) [19], it is crucial to break down entrenched conventional perspectives, which could indicate a ten-dency to assimilate when consumers receive information that supports their existing beliefs. This could mean that consumers perceive information about resistant grape varieties as “different” or “not as good enough” when they already have a strong preference for CGVs.To address the assimilation in consumer education, Pedneault and Provost (2016) advocate for further research into effective communication strategies. Furthermore, studies affirm that disseminating information regarding the environmentally friendly production practices of FRGV wines positively influences the likelihood of purchase, considering that 46% of respond-ents attribute significance to the environmental impact of wine production. Kiefer and Szolnoki (2023) conducted a qualitative study and found that providing information increased the willingness to pay in certain consumer groups. Thus, consumer education in this domain becomes indispensable and is tested by the following hypothesis.

H1: The willingness to pay for wines made from resistant grape varieties is comparable with wines produced from conventional grape varieties.

Sensory distinctions between wines produced from FRGVs and conventional grapes negatively impact con-sumers’ willingness to pay. Similar to organically produced wines, FRGVs confront the historical challenge of overcoming perceptions of inferior quality. However, several studies affirm that wines produced from FRGVs can attain comparable quality levels to those produced from CGVs. Analytical-ly, the study by González-Centeno et al. (2019) stated results for red wine FRGVs, demonstrating promising total phenol content, anthocyanin and proanthocyanin levels, volatile compounds and sensory properties when compared to established red grape varieties, such as Cabernet Sauvignon, Merlot and Syrah. While discrep-ancies exist in colour, taste, overall balance, astringency and body, the findings underscore the potential of these new grape varieties to yield wines of marketable quality. A study by Duley et al. (2023) emphasises the need for optimisation in winemaking methods, addressing challenges posed by high protein levels, titratable acidity and pH as well as low tannin levels inherent in most FRGVs and their derivative wines. This forms the basis for the subsequent hypothesis:

H2: The sensory quality perception of wines made from resistant grape varieties is comparable to that of wines produced from conventional grape varieties.

However, numerous studies underscore that increased knowledge about FRGV positively correlates with increased consumer willingness to purchase. Noteworthy is Nesselhauf et al.’s (2019) revelation that consumers with a high level of involvement and receptiveness to innovations from the organic sec-tor are predisposed to purchasing wines derived from FRGVs. Additionally, Mann et al. (2012) discover that enhanced knowledge about organic production augments the likelihood of consumers opting for organic wines. On the producer side, concerns have arisen about providing information on resistant varieties, as it can discredit the other CGVs and, thus, reduce their value. Furthermore, the provision of information on environmentally friendly production practices enhances subjective quality perceptions. The following hypothesis was therefore formulated to test the influence of infor-mation on both sides at the sensory level.

H3: The sensory quality perception of wines made from resistant grape varieties increases with the provision of information about resistant grape varieties.

H4: The provision of information about resistant grape varieties has a negative impact on the evaluation of conventional grape varieties.

H5: The willingness to pay for wines made from resistant grape varieties increases with the provision of informa-tion about resistant grape varieties.

Although existing literature investigating consumer motives and barriers associated with FRGVs, research focusing on the impact of information on hedonic sensory quality and price estimation remains limited. This study attempts to bridge this research gap by examining consumers’ sensory evaluations of wines produced from FRGVs in a comprehensive three-stage model.

DOI: https://doi.org/10.36253/wep-16110

Read Full Text: https://oaj.fupress.net/index.php/wep/article/view/16110