The impact of environmental protection and hedonistic values on organic wine purchases in the US

Janeen E. Olsen · Liz Thach · Liz Hemphill

67 citations0/0 files storedInternational Journal of Wine Business Research

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Wine Industry and Tourism Environmental Sustainability in Business Organic Food and Agriculture

Abstract

Purpose The purpose of this paper is to focus on one product category, organic wine, to provide a possible explanation for consumers' purchase behaviors regarding organic wine. Specifically, the authors consider the role of environmental protection and hedonistic values and their impact on organic wine purchases. Design/methodology/approach Hypotheses are proposed to examine relationships between environmental and hedonic values in organic wine purchasing. Online survey data were collected from 321 wine drinkers in the USA. Partial least‐squared analysis was used to test hypothesized paths between latent variables. Findings In total, ten of the 13 proposed linkages were supported by the data. Values reflecting the need for environmental protection and for living a hedonistic life were found to lead to belief systems that influence the purchase of organic wines. Research limitations/ implications The results demonstrate that hedonistic and environmental protection values and beliefs can partially explain the propensity to purchase organic wines. The study is limited in that only two values were investigated. Practical implications The results indicate several marketing implications for professionals around communication, promotion, and point‐of‐sale information for organic wine. Originality/value This is the first study to integrate environmental and hedonistic values to explain the purchase of organic wines.

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References

1991The theory of planned behavior 1992Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries 1973The nature of human values 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 2006Sustainable Food Consumption: Exploring the Consumer “Attitude – Behavioral Intention” Gap 2000A Benefit Congruency Framework of Sales Promotion Effectiveness 2005Do Consumers Care about Ethics? Willingness to Pay for Fair‐Trade Coffee 2005Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods

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