November 10th 2015, École In Vino Veritas submit a second research paper to the American Association of Wine Economists (to be presented in Bordeaux in 2016).
Title of study:
Importance of eco-logo and closure type on consumer expectations, price perception and willingness to purchase wines in Canada
This study found that Canadian (Québec and Ontario) wine drinkers displayed low interest in purchasing environmentally friendly wines even if they were willing to price premium of CAN$1.11 for wines with “100% Eco-friendly” claim when buying a bottle with an average value of CAN$15.53. Organic and biodynamic claims on the label affected negatively the price and purchase intent. In opposite, consumers were most likely to buy (~6%) and would pay CAN$1.69 and CAN$1.39 more for wines sealed with natural corks compared to those sealed with synthetic or screw cap closures, respectively. However, no synergy was observed from closures type and eco-label claims together on the bottle; they did not have a combined utility to respondents’ by signaling a stronger “environmental friendliness” message.