Lincoln
University
Demand for ‘Good Wine’ from a ‘Good Environment’
Sharon Forbes1, Dr David Cohen1, Professor Steve Wratten2, Professor Ross Cullen1 & Dr Joanna Fountain3
1Commerce Division, Lincoln University, 2Bioprotection & Ecology, Lincoln University, 3Environment, Society
and Design Division, Lincoln University
Email: forbess2@lincoln.ac.nz
Introduction:
This market research study of Christchurch wine purchasers was carried out as part of a FRST funded research project. This
project estimates the value of ecosystem services in New Zealand agriculture and explores ways to enhance or maintain these
services. Sustainable wine production in the Waipara winegrowing region was one of the ecosystems included in the larger project.
Method:
During January 2008, 109 Christchurch shoppers were interviewed in supermarkets, liquor stores and wine shops about their wine
buying behaviour, knowledge and preferences regarding wine safety and sustainable wine production.
Sustainable Wine Production:
The majority of wine consumers would prefer to drink wines that have been produced using sustainable practices; this indicates
a strong demand in the marketplace for such wines. Consumers felt that sustainable practices would have either no impact on
wine quality or would improve it. Furthermore, a large majority of the respondents wished to see labels on sustainably produced
wines so that they could identify these products.
80
70
60
50
40
30
20
10
0
Compared to conventionally produced wines,
environmentally sustainable practices will have
what effect on wine quality
60
69.7
Wines produced in an environmentally
sustainable manner should have labels to show
this
100
53.2
50
0
4.6
5.5
8.3
36.7
40
30
20
Neither
Agree
Strongly
agree
60
40
20
6.4
3.7
10
Strongly Disagree
disagree
Decrease
No change
Increase
0
12.8
3.7
1.8
1.8
0
0
N/a
79.8
80
Percent
11.9
Percent
Percent
I would prefer to drink wine that has been
produced using environmentally sustainable
practices
Strongly Disagree
disagree
Don't know
Neither
Agree
Strongly
agree
N/a
Purchasing Behaviour:
The majority of consumers would purchase sustainably produced wines ahead of similar conventionally produced wines. Whilst
consumers believed that using sustainable practices would increase a wine’s price, they also indicated that they were prepared
to pay a higher price for these wines.
I would purchase a wine that has been produced
using environmentally sustainable practices over
a conventionally produced wine of similar quality
and price
Compared to conventionally produced wines,
environmentally sustainable practices will have
what effect on wine price
35
0
Strongly
disagree
8.3
6.4
8.3
60
40
20
Disagree
Neither
Agree
Strongly
agree
N/a
Percent
80
Percent
Percent
81.7
66.1
11
30.3
30.3
30
100
70
60
50
40
30
20
10
0
I would be prepared to pay more for an
environmentally sustainable wine
25
20.2
20
15
9.2
10
2.8
5
15.6
1.8
0.9
0
No change
Increase
Don't know
0.9
0
No
Decrease
6.4
Yes up
to 5%
Yes 6 to
10%
Yes 11
to 15%
Yes 16
to 20%
Yes 21
to 25%
N/a
Summary:
This study provided evidence that:
• Consumers are concerned by conventional wine production methods
• There is consumer demand for sustainably produced wines
• Consumers are willing to pay a higher price for sustainably produced wines
www.lincoln.ac.nz/v&o/