How do you perceive this wine? Comparing naturalness perceptions of Swiss and Australian consumers

Consumers around the globe are showing an increasing demand for food products that are perceived as being natural. The present study aimed to assess what properties of wine have an influence on the perceived naturalness of wine, with a focus on winemaking techniques. An online survey was conducted in the German-speaking part of Switzerland (n = 252) and in Australia (n = 234). Wine naturalness was significantly more important to Swiss respondents compared to Australian respondents as well as to respondents with a high level of involvement with wine compared to respondents with a low level of involvement. Wine from an “Old World” wine-producing country, wine that was aged in barriques, or wine sealed with an oak cork were perceived as the most natural. The addition of sugar, sulfites, or the use of gelatin were regarded as the most unnatural properties of wine. In terms of production, additives were perceived as significantly less natural than processing aids and technologies that are used in winemaking. Significant differences in the naturalness perception of different wine attributes were found between the two countries, Switzerland and Australia, as well as between respondents with a high level of involvement with wine and those with a low level. The findings of this study add to the research on naturalness perception and may help winemakers and marketers to optimize communication with their consumers.     

Comparing wine sustainability certifications around the world: history,status and opportunity

The number of sustainability certifications in the wine industry has grown over the past decades. They are distinctly different from organic, biodynamic or other certifications. This paper combines a detailed literature review of related sustainability certifications to understand the trend in wine certification. The methods include a questionnaire of 12 identified wine certifications (including wineries, vineyards or both) around the world that have sustainability in the certification or organization title. These data help elucidate how these sustainability measures were developed, their levels of membership over time, the mechanics to become certified as sustainable and their plans for future certification. Results show strong support from the wine-making industry and compounded growth in certification. Even with the many differences, all certifications encourage an education component and technological advances. The paper compiles hectares and number of vineyards certified globally. The authors find that the certifications differ in mechanics, leading to issues surrounding transferability and possible confusion for the consumer. Other issues include varying cost to certify, lack of transparency of certified information and no cooperation between certification bodies. Given that all of the certifications plan to grow, more research is needed into sustainability certification, especially from the consumer perspective.     

Testing the robustness of best worst scaling for cross-national segmentation with different numbers of choice sets

The aim of the study is to showcase how cross-cultural research can take advantage of the measurement invariance of best–worst scales. The study utilises best–worst scaling (BWS) to assess the importance of environmental sustainability among other experience and credence product attributes for the purchase of wine across five countries. Three consumer segments with distinct product preferences were identified across all five countries, which differ in their relative size in each market. This case study demonstrates different analysis methods suitable for the analysis of BWS data on aggregated and segment level when respondents perform complete or partial main effects designs. Furthermore, a sensitivity analysis is conducted to explore how the reduction of individual response load affects aggregated and segmented scale estimates and errors. The results provide researchers with guidelines on the degree to which best–worst designs can be divided among several respondents to reduce survey length and respondent load, depending on the research question pursued. The advantages and limitations of the BWS method are discussed, which are important for researchers implementing BWS in food consumer research.     

The influence of involvement on purchase intention for new world wine

Understanding the ways in which consumers’ involvement levels influence how they use different cues to make purchase decisions has been a topic of research for several decades. This study, which provides a specific extension to the more general study by Lockshin et al. [Lockshin, L., Wade, J., d’Hauteville, F., & Perrouty, J. P. (2006). Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice. Food Quality and Preference, 17(3–4) 166–178] examines the moderating effects of wine product involvement and wine purchase involvement on wine purchase decisions. A sample of 187 New Zealand regular wine consumers participated in a conjoint experiment using the variety New Zealand Sauvignon Blanc. The product stimuli were defined by three attributes: (i) presence/absence of region of origin information, (ii) price level, and (iii) presence/absence of a price discount. Purchase intention ratings, which were analysed using multiple regression and non-parametric bootstraps, suggested that the cue pertaining to information about region of origin was more important for consumers high in product involvement and purchase involvement than for consumers with low levels of involvement. There was also some evidence to suggest that consumers who are high in product involvement place less importance on price and, that consumers who are low in purchase involvement place greater importance on price discounts.     

The impact of fat content,production methods and carbon footprint information on consumer preferences for minced meat

Growing concern over the environmental impacts and other credence characteristics of food has resulted in increasing interest in the quality attributes of meat products in Finland. The aim of this study was to provide information on the relative preferences of consumers for minced meat attributes. Using a choice experiment, we examined whether the meat type, method of production, fat content, price and presence of carbon footprint information have an impact on consumer choice. A low fat content was found to have a particularly positive effect on the choice of a minced meat product. The carbon footprint information had a significant impact on the meat type-specific consumer preferences: the popularity of beef products decreased and of pork products increased when the footprint information was presented to the consumers. Six heterogeneous consumer classes were identified with latent class analysis: price-conscious (23% of the respondents), fat content-conscious (23%), ideological but passive (17%), content with conventional (14%), beef-preferring (12%) and method of production -conscious consumers (11%). Consumers were generally willing to pay more for a low fat content, but the relative willingness to pay estimates were largely dependent on the consumer groups: premiums for organic and animal welfare-oriented production methods also existed. These attributes could thus represent good means for differentiating minced meat products. The impact of carbon footprint information on the willingness to pay estimates was relatively low.     

Wine-related aromas for different seasons and occasions: Hedonic and emotional responses of wine consumers from Australia,UK and USA

It is still not fully clear how particular aromas in wine may affect consumers’ liking and emotional responses, and whether these change in different contexts and seasons. Therefore, a study was conducted with 3000 regular wine consumers from Australia, UK and USA using an online survey that assessed liking for 59 wine aromas, and from which 9 aromas, selected as representatives of groups of similar aromas, were profiled for elicited emotions by the ScentMove™ scale.The most liked wine aromas across all countries were ‘berry-like’, followed by ‘vanilla’, ‘chocolate’, ‘citrus-like’ and ‘honey’. Interestingly, aromas with the same liking rating displayed significantly different emotional profiles which seemed to drive differences in preferred consumption occasion and season. For example, highly liked ‘passionfruit’ aroma, associated with happy, relaxed and romantic emotions, was suitable for many occasions and seasons, ‘lemon’ evoked energetic emotions and was preferred in wines consumed at parties/BBQs in summer, while ‘chocolate’ would fit well in a restaurant. Hedonic and emotional responses towards selected wine aromas differed between various demographic groups. Gender, age and consumption frequency had greater effects than education or income, with similar patterns found in each country indicating similarity in wine cultures and the language used. The national influence was more reflected in the polarised rating by the USA consumers compared to UK and Australia. This information could be utilised to produce wines for specific occasions and seasons.     

Too ugly,but I love its shape: Reducing food waste of suboptimal products with authenticity (and sustainability) positioning

In the societal change towards a more sustainable future, reducing food waste is one of the mostly discussed topics. One significant source of food waste is the reluctance of supply chains and consumers to sell, purchase, or consume products that deviate from optimal products on the basis of only cosmetic specifications. Yet, it is currently unclear how consumers can be motivated to purchase such suboptimal products. The present research suggests that presenting suboptimal products with a sustainability positioning or with an authenticity positioning can positively affect consumers’ purchase intentions and quality perceptions of suboptimal products. Two studies (total N = 1804) presenting suboptimal products with a sustainability positioning, an authenticity positioning, or no positioning under varying price levels reveal that especially authenticity positioning can increase purchase intentions for and quality perceptions of suboptimal products independent of the prices of suboptimal products. A sustainability positioning appears to work best when combined with a moderate price discount. Moreover, the findings show that respondents have lower intentions to waste suboptimal foods when a clear positioning is provided compared to when this is not provided. Together, these findings provide a constructive first step towards a more sustainable solution for the suboptimal product waste problem.     

A comparative analysis of experts’ and consumers’ perceptions of regionality in Australian wine purchase decisions

This study provides insight into consumers’ perception of regionality when purchasing regional wine in terms of regional specialisation for style, volume of production of the wine style, quality of the wine, heritage of the wine region and the distinctiveness of the wine styles produced in the wine regions of Australia. Data were collected from 203 Australian wine consumers through an online survey. The study compares the results of this study with Easingwood et al. [2011. The drivers of wine regionality. Journal of Wine Research, 22(1), 19–33.] study on experts’ opinion of regionality drivers. This paper will expand knowledge on how consumer involvement levels impact decisions relating to purchasing regional wine. This study is of value to academics and wine practitioners alike. It contributes to the wine literature by providing a new perspective on consumers’ perception and draws attention to the risk of drawing conclusions about wine consumption based on experts’ opinions as being reflective of the average consumers’ purchase decision-making.     

An extended approach combining sensory and real choice experiments to examine new product attributes

As an extension of the current strategies employed to evaluate new products/attributes, this research presents a more realistic approach and obtains more accurate results through the combination of real choice experiments (RCEs) and sensory analysis. Two RCEs are carried out to mimic a real shopping scenario before and after experiencing the taste of extra virgin olive oils (EVOO) with a new attribute. Regular EVOO consumers evaluated the products under three different stages: i) purchase stage (i.e., evaluation based on search and credence attributes); ii) consumption stage (i.e., tasting to familiarise with the experience characteristics); iii) re-purchase stage (i.e., re-evaluating the products after the taste experience). Results indicate that in a typical purchase process, consumers form taste expectations based on quality certification attributes while after experiencing the real taste of the product, preferences change. These changes are also reflected in the willingness-to-pay (WTP) estimates given before and after tasting. The findings reveal that combining sensory analysis and RCEs is a promising strategy for the evaluation of new products/attributes.     

How much is a bottle of conventional,organic or biodynamic wine worth? Results of an experimental auction

Today, worldwide, we note a growing demand for wines made following techniques with an eye to environmental sustainability. Consumers readily find organic wines at sales outlets, along with other products made following techniques that comply with even more restrictive environmental constraints, such as biodynamic techniques. While on one hand, winemakers are encouraged to market products obtained in respect of certain environmental standards, on the other, they are asked to evaluate the economic convenience of this operation. In view of structuring coherent company strategies, and faced with clearly higher production costs, understanding the premium price consumers are willing to pay for sustainable wines assumes fundamental importance. Our paper focuses on this problem, attempting to analyse consumer preferences and willingness to pay for wines produced following conventional, organic, and biodynamic methods. Implementing a second-price experimental auction, we elicited the willingness to pay for the three types of wine and assessed premiums based on scenarios that considered both information and tasting. We found that the willingness to pay for biodynamic wines was lower than for organic wines, and higher than for conventional wines. With organic wines, credence attributes play a much more important role than experience attributes in determining consumer preferences. Moreover, familiarity with biodynamic wines positively affects the willingness to pay for them. Our study highlights interesting management and marketing implications for producers and retailers of organic and biodynamic wines: in particular, the importance of increasing knowledge about the production technique adopted and, specifically, developing information campaigns that target the biodynamic production technique.     

Investigating individual preferences in rating and ranking conjoint experiments. A case study on semi-hard cheese

Stated preference conjoint experiments and self-explicated measures based on rating and ranking approaches were conducted to investigate Norwegian consumers’ choices among healthier and organically produced semi-hard cheeses. In the conjoint experiments, one group of participants (n = 114) performed a rating task of eight cheeses whereas the other group (n = 105) performed a ranking task of the same cheeses, all based on pictorial stimuli only. Then, all participants performed self-explicated rating and ranking evaluations of the cheese attributes. Conjoint rating data were analysed by mixed model ANOVA, while conjoint ranking data were analysed by mixed logit. The different approaches are compared in terms of data analysis methodologies, outcomes and practicalities for the experimenter as well as for the respondents. Rather than average population effects, focus is brought on individual preferences and consumer segmentation. Findings reveal that the two conjoint experiments lead to similar population effects and consumer segments. Consumers on average prefer cheeses of new (healthier) fat composition, organic production and lower price to cheeses of regular fat composition, conventional production and higher price. Two consumer segments are investigated. Consumers in the New fat segment are health-conscious, whereas consumers in the Regular fat segment are attracted by conventional cheese and lower prices. Self-explicated ratings of the cheese attributes corroborate these findings.     

Pulsed electric field treatment of red wine: Inactivation of Brettanomyces and potential hazard caused by metal ion dissolution

Pulsed electric field (PEF) technology is an attractive alternative method of wine preservation by inactivating Brettanomyces bruxellensis, a major spoilage concern affecting wines worldwide. Currently, wine preservation using SO₂ can have negative effects on consumers including headaches and allergic reactions. Therefore, the objectives of this study were to investigate the effect of PEF processing conditions, B. bruxellensis yeast strain and alcohol concentration on B. bruxellensis inactivation in red wine, as well as whether PEF treatment could have a harmful effect on wine through the release of metal ions. Electric field intensity was found to have a greater impact on inactivation than specific energy, with 31, 40 and 50 kV/cm treatments resulting in B. bruxellensis D values of 181.8, 36.1 and 13.0 μs, respectively. At 50 kV/cm, a temperature rise of almost 10 °C, doubled inactivation to 3.0 log reductions (cfu/mL). Yeast strain and alcohol concentration were also shown to influence inactivation, even though cell size comparisons of the three yeasts tested proved inconclusive. Overall, PEF treatment of wine was shown to be a possible preservation alternative for the wine industry. After PEF treatment, the wine produced remained safe for human consumption, with Fe, Cr and Ni ions contents well below dangerous levels.     

INTEGRATING SENSORY ANALYSIS AND HEDONIC EVALUATION FOR APPLE QUALITY ASSESSMENT

ABSTRACT

Apple cultivars were subjected to a consumer test in order to appreciate individual preferences and set up a protocol for a practical hedonic‐sensory evaluation. Cultivars subjected to the test were “Golden Delicious,”“Modì,”“Pink Lady” and “Fuji” of two different origins. Apples had the sensory profile defined by a trained panel and were evaluated by 154 consumers. According to their preferences, consumer population could be divided in six clusters. Consumer preference responses clearly associated the two “Fuji” and showed “Modì” and “Pink Lady” to have appeal on the same consumers groups. Besides expressing hedonic judgment, consumers were requested to indicate the positive sensory attributes determining their choice. Consumers appreciated “Golden Delicious” and “Fuji” on the basis of sweetness and aroma, while preferences for “Pink Lady” and “Modì” were expressed by consumers appreciating crispness, juiciness and a certain degree of acidity. The involvement of consumers in defining attributes driving preferences provides details useful for weighing up the consistency between consumers' response and sensory panel profile.

PRACTICAL APPLICATIONS

This work contributes to the knowledge on consumer preferences and concerning apple sensory quality. In particular, the tested varieties could be divided in three groups on the basis of perceived attributes. Knowledge of consumer preferences related to apple qualities can be a key point in planning production and marketing strategies. A protocol integrating sensory characteristics defined by a trained panel, hedonic consumer judgments and sensory preference drivers is proposed.     

An exploratory study of urban South African consumers’ perceptions of wine and wine consumption: focus on social,emotional, and functional factors

Wine is of great economic and cultural significance for South Africa, but some population groups were until relatively recently denied equal access to wine and alcohol products. The South African wine industry has launched various campaigns in recent years that aimed at portraying wine as an acceptable and attractive choice when alcohol consumption is considered. It is therefore appropriate now to investigate whether these endeavors of the South African wine industry have resulted in particular consumer behavior and preferences that could serve as input to enhance strategies when marketing to South African consumers. This study uses the thematic analysis method to identify themes that could be of value for wine marketers. To collect data for the study, a total of 44 consumers were assigned to 6 focus groups. Eight main themes driving consumer choices emerged from the data: journey and role of life-stage, context of consumption, conceptualizations, barriers, price and purchasing, bottle closures, health, sensory perception, and cultivars. The influences of gender and ethnicity on consumers’ perceptions of wine and wine consumption were investigated. Gender produced the biggest differences in respect of respondents’ perceptions about wine and wine consumption whilst ethnicity did not appear to be of any significance.     

Factors influencing consumer menu-item selection in a restaurant context

Assuming that the more a restaurant’s manager know the preferences of his/her clients, the greater the chance to maximise the experience of the customers and therefore the revenue of the restaurant. However, very little is known about the attributes that influence menu-item choice of such customers in a restaurant context and consequently, on the relative importance attached to specific attributes shaping the overall appeal of a menu-item. Despite the familiarity that consumers have with making menu-item choices, there exists a significant paucity of academic research exploring the relative importance of attributes that influence menu-item selection in a restaurant context.This research aims to respond to the following question: what are the attributes that influence menu-item choice in a casual and fine-dining restaurants context? To explore further the reasons that influence menu-item choice, the authors also investigate the extent the customers’ level of food involvement and the social context have an impact on the attributes influencing menu-item choice in these two restaurants’ contexts.This study utilises the Best-Worst method to examine consumer-based preference in relation to the relative importance of attributes that influence the menu-item choice of casual and fine-dining restaurant patrons. Respondents should have patronised a casual or fine-dining restaurant within the last 4 weeks and 6 months respectively and were randomly allocated the task to respond the questions either with a casual-dining context in mind or with a fine-dining context in mind. Consumer attribute-based preferences are also examined in relation to an individual’s level of food involvement and effect of social context, giving the authors the opportunity to split the entire sample into sub groups. The overarching objective is to draw comparisons in order to determine whether the attributes that influence menu-item choice differ between segments of consumers. Quantitative data was collected from 1208 respondents in Australia representative of casual and fine-dining restaurant patrons.Results of the study indicate that “the combination of ingredients” is the most influential attribute on patrons’ menu-item selection at casual and fine-dining restaurants, with a probability of 100% for that attribute to be chosen as the most important one when selecting a dish. Conversely, the “avoidance of certain foods” and “the core ingredient of the dish is sustainably produced” are the least important attributes influencing the menu-item selection of restaurant patrons, with a probability of 30 and 38% for these attributes to be chosen as the most important one when selecting a dish. Interestingly, the ranking and relative importance of menu-item attributes significantly differed between segments of consumers with a high and low level of food involvement. The “the combination of ingredients” remains the most important reason for people highly involved in food. Whereas “a sufficient portion size that will satisfy my appetite” and “a dish that I have tried before and know that I will like the taste” have probabilities of 100 and 94.5% to be chosen as the most important attribute when selecting a dish for people with low food involvement.