New wine wave an analysis of end consumers perceive and select wines made from fungus resistant grape varieties

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Title

New wine wave an analysis of end consumers perceive and select wines made from fungus resistant grape varieties

Author

Ostrowsky, Natalie
Dressler, Marc

Dissertation

Masterarbeit Hochschule für Wirtschaft und Gesellschaft Ludwigshafen 2023 MBA Wine, Sustainability & Sales,Masterarbeit Hochschule für Wirtschaft und Gesellschaft Ludwigshafen 20 MBA Wine, Sustainability & Sales

Subject

Kaufverhalten, Etikett / Weinflasche / Produktgestaltung

Genre

Hochschulschrift

Description

Fungus resistant cultivars (FRGVs) are an eco-innovation within the wine business. Although FRGVs are understood as the future of the wine industry, little research has been conducted in terms of labeling and packaging design for these ne varieties. Wine label information is an important aid for consumers in making purchase decisions. Currently the influence of the label design in the context of FRGV wines is poorly understood. using an online survey as a tool, 252 German wine consumers have been questioned. Aim of the survey was an exploratory assessment of various label design styles with a special focus on sustainability. Participants were presented with a set of 6 mock FRGV wine labels, which they had to evaluate based on 10 given attributes. lastly respondents had to express their willingness to buy for one out of the 6 labels. Results imply that labels with obvious nature symbols like plants, flowers, roots, and bees are perceived as most sustainable. In terms of attributes trustworthiness, tradition, and a high-quality perception are the key drivers when selecting FRGV wine producers, marketers, and retailers in this process.

Publisher

Ludwigshafen

Creation Date

30.12.2023

Format

74 Seiten Illustrationen, Diagramme

Source

Bibliothekskatalog

Language

Englisch