Understanding Attitude and Behavior of Canadian Consumers Toward Organic Wine |
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Authors: | José I Rojas-Méndez Manon Le Nestour Michel Rod |
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Institution: | 1. Sprott School of Business, Carleton University, Ottawa, Canadajose.rojas@carleton.ca;3. Department of Marketing, Paris Dauphine University, Paris, France;4. Sprott School of Business, Carleton University, Ottawa, Canada |
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Abstract: | The main objective of this study is to identify the determinants of organic wine purchase and understand their effect in order to illustrate what influences whether Canadian consumers are willing to buy this special type of wine. The data for this study were collected across Canada by means of an online self-administered consumer questionnaire survey. Our major findings indicate that the attitude toward organic wine is defined mainly by consumers’ health consciousness and is negatively influenced by the wine involvement pleasure experienced with regular wine. Interestingly, Canadians are not forming positive attitudes toward organic wine based on their knowledge of organic production and its offering. The main predictors of organic wine purchase are attitude toward organic wine and wine involvement interest. Unexpectedly, price consciousness was not found to be a good predictor of organic wine purchase. |
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Keywords: | organic wine wine involvement wine knowledge health consciousness healthy lifestyle price consciousness attitude behavior |
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