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This paper aims at a better knowledge of the organic wine sector in Sicily. In the last few years regulations 2078/92 and 2092/91 have had a wide diffusion in the agricultural regional context; a rapid increase of areas and farms justify the attention paid by the European union policies. Two aspects of the sector have been examined: the influence on the implementation of Reg. 2078/92 with regard to diffusion of the organic wine sector in Sicily; and a group of farms in the west of Sicily have been analysed to verify the scenario of organic wine, and the strategy used in the commercialization of organic production. The results show a very interesting framework for organic wine. This is a sector in the process of major expansion, especially with regard to the trade profile, mainly because of increasing demand from markets abroad.

This study aims to identify the decision-making process involved in the purchase of organic wine from consumer values to attitudes to behavioural intention towards organic wine via the value–attitude–behaviour (VAB) model. Involvement in wine is also taken into consideration.

The data were collected using a snowball sampling method and a closed-ended questionnaire. A total of 209 responses were analysed. Linear regression and PROCESS Macro on SPSS were used to perform data analysis.

Both biospheric-altruistic values and egoistic values are positively associated with attitudes towards organic wine. Attitude is found to mediate the relationship between biospheric-altruistic/egoistic values and behavioural intention. Egoistic values are found to significantly predict behavioural intention in the organic wine purchase context. Involvement was found to moderate the relationship between egoistic values and attitudinal loyalty.

This study identifies the decision-making hierarchy from consumer values to attitudes to behavioural intention, theoretically confirming the robustness of the VAB model in the organic wine consumption context. It also makes a practical contribution by indicating the marketing emphasis of organic wine and segmenting potential consumers according to their values and levels of wine involvement.

Focusing only on the characteristics of the wine and the type of production is insufficient to give a holistic idea on consumer’s organic wine consumption behavior. Therefore, this study aims to examine the impact of attitude, perceived behavioral organic wine consumption, theory of planned behavior (TPB) control and subjective norms on organic wine consumption intention and behavior.

Drawing on the TPB, a theoretical model was developed and tested by partial least squares structural equation modeling method. The sample of the research consists of 304 participants from the vineyards in Izmir/Turkey.

The main result of this study reveals that the theoretical model belonging to the TPB is also valid in the case of organic wine consumption behavior. Specifically, research results indicate that attitude has the strongest direct impact on intention and indirect impact on organic wine consumption behavior while perceived behavioral control has the least impact.

Prediction of organic wine consumption behavior from the perspective of the TPB presents the originality of this paper.

While research shows that organic labels are perceived positively for most food products, the findings are more ambiguous for wine. This may be due to the complexity of the product. Accordingly, the labelling effect might be influenced by people's prior knowledge of wines and their attitudes towards organic wines and thus be more pronounced for certain consumer groups. Providing insights into those moderators could help to steer people towards sustainable wine consumption. Therefore, this paper aims to investigate the effect of organic labelling on consumers' liking of, and their willingness to pay (WTP) for white wine, and the role of potential moderators.

A wine tasting experiment was conducted using a within-subjects design (n = 214). The mediating role of expected liking and the moderating roles of subjective knowledge and attitude towards organic wine were analysed using the MEMORE macro in SPSS.

The results do not confirm an overall positive halo effect of labelling on liking of organic wine. Nevertheless, a positive halo effect on actual liking was observed for those respondents who have a positive attitude towards organic wine. Furthermore, an overall positive effect of organic labelling on WTP was found. Mediation effects could not be confirmed.

This study used an experimental design that considers not only expected liking but also actual liking and WTP for organic wines. Using a moderation-mediation framework helps to better understand consumers' quality evaluation and WTP for organic wine. Finally, it could be shown that the organic halo is more complex for the product category of wine than others have previously stated.

The purpose of this paper is to focus on one product category, organic wine, to provide a possible explanation for consumers' purchase behaviors regarding organic wine. Specifically, the authors consider the role of environmental protection and hedonistic values and their impact on organic wine purchases.

Hypotheses are proposed to examine relationships between environmental and hedonic values in organic wine purchasing. Online survey data were collected from 321 wine drinkers in the USA. Partial least‐squared analysis was used to test hypothesized paths between latent variables.

In total, ten of the 13 proposed linkages were supported by the data. Values reflecting the need for environmental protection and for living a hedonistic life were found to lead to belief systems that influence the purchase of organic wines.

The results demonstrate that hedonistic and environmental protection values and beliefs can partially explain the propensity to purchase organic wines. The study is limited in that only two values were investigated.

The results indicate several marketing implications for professionals around communication, promotion, and point‐of‐sale information for organic wine.

This is the first study to integrate environmental and hedonistic values to explain the purchase of organic wines.

The purpose of this paper is to be a teaching case about organic wine in Argentina, in a sustainable perspective, showing the advantages that this country has related to others in terms of organic and biodynamic production of wine. It shows also the potential of this kind of production, and its limitations, using for that the case of Bodega Colomé, owned by Donald Hess, a global wine producer.

This paper uses case study methodology; this is an adequate approach, as Argentina has some specific characteristics (geography, labor and other conditions) that makes it unique. The information about Bodega Colomé was obtained from secondary data such as academic articles, specialized magazine articles, web sites about wine production, and an interview conducted with the General Manager of Bodega Colomé, Caspar Eugster, in July, 2009.

Organic and biodynamic wine production are discussed as an alternative to the traditional production in developing countries, specifically in Argentina, where a series of factors – geographic characteristics (altitude), lands and technology used in a sustainability logic, labor conditions, tradition, history, brand and nature characteristics – allow a competitive advantage to develop. Donald Hess, president of Bodega Colomé, bets in the direction of investment maintenance in organic wines, given the favorable conditions cited, adding brand value, but this kind of production is impossible for less expensive wines as producing wines organically is labor intensive.

The main limitation of this case is its uniqueness and its findings cannot be applied to the universe of companies in Argentina, the country studied; but it encourages future research and more investigation about the subject. The main implication of this case is the possibility of generating some discussion about the theme: do the wine producers of developing countries, such as Argentina, Chile and Brazil produce organic wine (added into the company's sustainability actions) for export, or should they dedicate themselves to the production of traditional wines for internal market?

This case study is relevant for groups of students or professionals interested in discussing the strategies of wine production and marketing. The case may also be used by policy formulators of the winegrowing industry.

The organic and biodynamic production of wine is a recent subject and there are few studies about this theme. Mainly, the role of Latin American players is not very clear and this paper contributes to the discussion about the opportunity of organic and biodynamic wine production as a possible source of competitive advantage to Latin American wine producers in the global market.

This paper examines the development of a small, yet highly significant section of the UK wine market with the arrival of a limited range of organically produced wines on to our mainstream supermarket shelves and highstreet restaurant wine lists. Until recently, UK demand for all organic produce was relatively small, the total size of the UK retail organic market during 1993/1994 being only £105 million (Soil Association Certification Ltd., 2000). The last five years has seen a period of rapid growth, with the same report predicting that the 1999/2000 total sales figure will have increased to £546 million (Soil Association Certification Ltd., 2000). Organic wine still features as a small category within the complete organic picture but experts indicate that the UK market is in a period of significant growth with estimated sales of approximately £7–8 million per annum (Gardener, 2000). The nature of consumers and suppliers involved with the organic food market also appears to be changing. Multinationals have entered the market alongside whole‐food independents, (Blythman, 2000) and the market is seemingly no longer limited to the ‘select few’ of the population willing to seek out and pay the price for a premium product. A recent report suggested that as many as one third of the UK population now buy organic produce of one category or another (Soil Association, 1999). The organic market has apparently ‘come of age’ and as the debate of ‘natural is better’ takes hold, fuelled by continual media coverage, in both the broad‐sheet (Slater, 1998; Dimbleby, 1999) and popular press (Organic Living, 2000). It will be interesting to observe the hospitality industry's response in attempting to keep pace with this developing market.

The purpose of this paper is to determine the importance of the “organic” attribute for wine in relation to other attributes and to identify the most important determinants as far as the consumption of organic wine is concerned.

A survey based on interviews with 404 Swiss wine drinkers was conducted. The data were evaluated by means of conjoint and regression analyses.

The “organic” attribute was more important than the colour of the wine but less important than the price and the country of origin, foreign French wine being preferred to local Swiss wine. Urban and female consumers were relatively likely to consume organic wine, as were consumers who perceive organic wine as being healthy.

Marketing for organic wine in well‐developed markets should focus on the argument of image and health. Urban female consumers are the most important target group.

The paper presents the first results on the important attributes for marketing organic wine in developed organic food markets.

Using the behavioural perspective as a theoretical complement of rational models, this paper examines factors that influence the decision of producing organic wines.

Based on a quantitative analysis of 687 wineries belonging to Denomination of Origin in Spain, the authors empirically examine the sequential relationships between manager's personality and winery and institutional level factors, on organic wine production activity and winery export performance.

This paper investigates the direct and indirect sequential relationships between wineries' factors including an organic production activity and two dimensions of export performance, namely: volume-based and value-based performance. The results of a sequential model provide evidence that openness to experience, a manager's personality trait, has a positive causal relationship with organic wine production.

This paper offers richer insights into the factors leading wine production managers to change from conventional to organic production methods. Specifically, the study shows that wine production managers are susceptible to make decisions to whether produce organic wine or not that may not be consistent with the current theoretical models based on economic efficiency (i.e. comparing costs and benefits). Instead, these decisions are, in part, based on their personality traits. Future research could study how the functional attribute affects the willingness to produce organic wines.

This study contributes to a new strategic implication of organic wine production activity and export performance linkage in behavioural and traditional theoretical perspectives. These findings are valuable for policy makers in the wine sector, as they can better inform and guide policies directed to identify organic production support programs.

The mechanism by which organic labelling affects consumers’ willingness to pay (WTP) for wine is not yet fully understood. Organic labelling not only transports information about environmental benefits, but may also influence consumers’ perceptions of quality and taste. The purpose of this paper is to separate the information effect from the perception effect of an organic label on WTP.

Taste and quality perceptions of 110 German consumers and their WTP for white and red wines were collected in a second-price auction in conjunction with a blind tasting. Each measure was recorded under two experimental conditions: with and without organic labelling. Serial mediation analysis is used to identify the information and perception effect of an organic label on WTP. A moderating effect of commitment to organic consumption is considered.

Wines marketed as organic are perceived as tastier and of higher quality and value. The organic labelling effect is stronger for committed organic consumers. Mediation analysis confirms perceived better taste as a key driver for WTP, especially for less committed organic consumers. The findings highlight perceptions of wine quality as the main mediator through which organic labelling affects WTP for red wine and for committed organic consumers.

This paper adds to the literature by decomposing the signalling mechanism of organic labelling and by emphasising the role of individual characteristics in determining its magnitude and pathways. Implications from a marketing and wine industry’s perspective are discussed.