Influence of information about fungus-resistant grape varieties on hedonic ratings by consumers : a central location test in Germany

As the wine industry faces increasing challenges from grapevine diseases, Fungus-Resistant Grape Varieties (FRGVs) offer a promising solution for sustainable production. To evaluate their market potential, our study investigates how knowledge of FRGVs affects consumer hedonic quality assessments and willingness to pay for wines produced from these innovative varieties compared to those made from conventional grape varieties. The study utilises data from a central location test conducted with 244 consumers in Germany featuring 8 different wines. The sample was carefully selected to ensure representativeness across gender, age and frequency of wine consumption. The data were analysed using descriptive and multivariate statistical techniques. The results indicate that consumers rate the hedonic quality and willingness to pay for wines made from FRGVs similarly to wines produced from conventional grape varieties when tasted without any prior information about the FRGVs in viticulture. However, providing consumers with information prior to tasting results in a positive effect on their assessment of hedonic quality and willingness to pay for wines made from FRGVs. By offering information about the positive effects of resistant grapes in viticulture, it is possible to enhance consumer acceptance and increase their willingness to pay for wines from FRGVs.