Wine marketing: modelling the ethics of the wine industry using qualitative data

Oliver Richardson (Brunel Business School, Brunel University, Uxbridge, Middlesex, UK)

Qualitative Market Research

ISSN: 1352-2752

Publication date: 1 December 2005



To propose a model for ethical behaviour based on product, production and marketing methods, and to make use of qualitative data relating to a specific product in order to test its validity. This model is termed the Ethical Cube.


The model was developed as a result of early examination of ethical practices. It was then tested using publicly available examples of marketing, production and product information concerning the wine industry.


The model was found to be effective, if basic. Proposals for improvements and extensions are put forward.

Research limitations/implications

The examples used are largely those that are in the public domain. Facets of a product are classed as ethical or unethical according to the number of reported examples in each area of study – with a special emphasis on production and marketing.

Practical implications

This can provide a standard framework for assessing the ethicality of any product.


This paper is of value to researchers and marketing practitioners seeking to evaluate the public impressions of a specific product.



Richardson, O. (2005), "Wine marketing: modelling the ethics of the wine industry using qualitative data", Qualitative Market Research, Vol. 8 No. 4, pp. 440-453.

Download as .RIS



Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.