APPENDICES - ATTITUDES TOWARDS ORGANIC WINE

Appendix 1 – Literature review

Table 1: Examples of certifications in Europe

Source: www.vinsnatureles.fr (accessed: 12.11.2014).

119 Table 2: Europe and European Union: development of organic agricultural land from 1985 - 2016

Source: FiBL-AMI Surveys 2006-2018 based on national data sources and Eurostat. Data from before 2000 based on surveys from Nic Lampkin. The data for the European Union cover all countries that were members of the European Union in 2016.

120 Graph 1: Reasons why Europeans buy organic and natural self-care products in 2016.

Source: GK, Statista 2018

121 Graph 2: Organic retail sales value in the European Union and Europe from 2004 to 2015 (in billion euros)

Source: Statista, 2018;

Table 3: Share of individuals who pay attention to the following when buying food in the Nordic countries in 2016

Source: Statista 2018

122 Appendix 2 - Methods

All bottles of wine were created by the researchers using photoshop Bottle of non-organic Soave

Bottle of organic Soave

123 Bottle of non-organic Franciacorta

Bottle of organic Franciacorta

124 Bottle of non-organic Valpolicella

Bottle organic Valpolicella

125 Appendix 3 – Structure of the neuromarketing experiment and of the Qualtrics survey

Neuromarketing experiment

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143 Structure of the Qualtrics survey

Q1 Which of the wines you tasted did you know before the test?

▢

Organic Franciacorta

▢

Non - organic Franciacorta

▢

Organic Soave

▢

Non - organic Soave

▢

Organic Valpolicella

▢

Non - organic Valpolicella

▢

I didn't know any of them

Q2 How much would you consider yourself an expert of Italian organic wines?

I don't know anything I consider myself an expert

0 10

144 Q3 How frequently do you drink alcohol products?

Never Once per month Every two weeks

Every week

Twice per week

More than twice per

week

Q4 How much wine do you drink compared to the total amount of alcohol you usually drink?

0 10 20 30 40 50 60 70 80 90 100

Q5 Do you know what an organic product is?

o

^Yes

o

^No

145 Q6 How did you learn about the meaning of "organic"?

o

^School

o

Family and friends

o

Individual research

o

I learnt it from the media

o

I didn't know the meaning

o

Others________________________________________________

Q7 Organic means "produced or involving production without the use of chemical fertilizers, pesticides, or other artificial chemicals". Is the same definition you had in mind?

o

^Yes

o

^No

146 Q8 Do you consider organic wine healthier than non-organic wine?

o

^Yes

o

^No

o

I don't know

Q9 Do you consider organic wine more environmentally friendly than non-organic wine?

o

^Yes

o

^No

o

I don't know

Q10 How often, in the past 10 times when you bought wine, was it organic?

Never Sometimes About half the

time

Most of the times

Always

0 1 2 3 4 5 6 7 8 9 10

147 Q11 What encourages you to consume organic wine?

▢

I can easily find it in my usual grocery shops

▢

I trust the benefits reported on the label (e.g. the reduced use of pesticides and chemicals)

▢

I like the concept of organic

▢

My parents/friends/flat mates are used to consume organic wines

▢

Environmental reasons

▢

I perceive it as a healthier alternative

▢

I do not drink organic wine

▢

Others ________________________________________________

148 Q12 What discourages you to drink organic wine?

▢

^Price

▢

It is difficult to find it when I do grocery shopping

▢

I don't care about drinking organic wine

▢

I don't like the taste

▢

I do not trust the benefits that organic wine is reported to have

▢

None of the above

▢

Others________________________________________________

Q13 How much would you pay for a bottle of organic wine?

0 40 80 120 160 200 240 280 320 360 400 (DKK)

149 Q14 How much would you pay for a bottle of non-organic wine?

0 40 80 120 160 200 240 280 320 360 400 (DKK)

Q15 How often, in the past 10 times you did grocery shopping, did you buy organic products?

Never Sometimes About half the

time

Most of the times

Always

0 1 2 3 4 5 6 7 8 9 10

150 Q16 What encourages you to consume organic products?

▢

I was educated to consume organic products

▢

I can easily find it in usual grocery shops

▢

I trust the benefits reported on the label (e.g. the reduced use of pesticides and chemicals)

▢

I like the concept of organic

▢

My parents/friends/flat mates are used to consume organic products

▢

Environmental reasons

▢

I perceive it as a healthier alternative

▢

Animal safeguard

▢

I do not consume or use organic products

▢

Others________________________________________________

151 Q17 What discourage you to consume organic products?

▢

^Price

▢

It is NOT easy to find them when I do grocery shopping

▢

I don't care about eating or drinking organic products

▢

Organic products are less tasty than non-organic ones

▢

I do not trust the benefits that organic products are reported to have

▢

None of them

▢

Other____________________________________

Q18 Do you follow any specific diet?

o

I am vegetarian

o

I am vegan

o

No, but I follow a balanced diet

o

I don't have any specific diet

o

Others ________________________________________________

152 Q19 If you follow any specific diet, what drives your choice?

▢

Environmental concern

▢

Personal health concern

▢

I care about treatments on animals

▢

I have specific dietary needs (allergies, intolerances, etc)

▢

I want to control my weight

▢

It makes me feel better

▢

I don't follow any specific diet

▢

Others_________________________________________

Q20 How old are you? (please, write only the number)

Q21 What it your gender?

o

^Male

o

^Female

153 Q22 What is your monthly income (SU included)?

o

Less than 2.000 DKK

o

2.000 - 4.000 DKK

o

4.000 - 6.000 DKK

o

6.000 - 8.000 DKK

o

8.000 - 10.000 DKK

o

more than 10.000 DKK

o

I would prefer not to say

Q23 What is the study level you are currently enrolled in?

o

^Bachelor

o

^Master

o

^PhD

154 Q24 Besides studying, are you currently working?

o

No, I am only studying

o

Yes, I have a part-time job

o

Yes, I have a full-time job

o

Yes, I am completing an internship (unpaid)

o

Yes, I am completing an internship (paid)

Q25 How long have you been living in Denmark?

o

Less than 1 year

o

For 1 year

o

For 2 years

o

For 3 years

o

For 4 years

o

For 5 years

o

More than 5 years

155 Q26 What is your nationality?

o

^Italian

o

^Danish

156 Appendix 4 – Discussion

Graph 1: TTFF of all types of wines – average comparison between experts and non-experts