Analyse der Wahrnehmung und Zahlungsbereitschaft von Konsumenten für verschiedene Typen von Natural Wines

A range of wines appeared in the last years on the market which embodies the image of naturalness and sustainability. An official definition for these so called Natural Wines doesn’t exist yet. At the moment every producer can call himself as a producer of wines that are made naturally. The main objective of this study is to find out how consumers classify the naturalness of different attributes of Natural Wines and how high the added willingness to pay for different aspects of naturalness is. Therefore, a traditional conjoint analysis and the price premium method for brand equity are conducted. The results show that the biodynamic production and wines without added sulphur are perceived from the consumers as the most natural product attributes. Moreover, the consumers are willing to pay the highest price premium for the biodynamic production.