This study aims to examine what German wine consumers know and think about organic wine. It also investigates the effects that knowledge and attitudes have on wine purchasing decisions. Data for this survey were collected using a qualitative approach, with 12 focus group discussions at three different locations in Germany, observations of wine choices and an acceptance test to assess consumers’ knowledge of and reactions to organic wine. Most wine consumers are unaware if a wine is organic when they purchase it. A general skepticism and lack of knowledge about organic wines undermine any active demand for these products. Information and comparisons between the production of organic and conventional wines can improve awareness and consideration of the organic variety and increase consumers’ willingness to buy organic wine. To increase the active demand for organic wine, its attributes need to be communicated to consumers. This can be achieved by improving the visibility of organic certification, conducting information campaigns to inform consumers about wine and organic wine production and collaborating with organic wine associations to advance the public image of organic wines.
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