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Organic wine : choice and consumer value perceptions
Thesis (PhD)--Stellenbosch University, 2022.
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| Format: | Thesis |
| Language: | en_ZA |
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Stellenbosch : Stellenbosch University
2022
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| _version_ | 1867613971817693184 |
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| access_status_str | Open Access |
| author | Ghezelbash, Atousa |
| author2 | Said, Emanuel |
| author_browse | Ghezelbash, Atousa Said, Emanuel |
| author_facet | Said, Emanuel Ghezelbash, Atousa |
| author_sort | Ghezelbash, Atousa |
| collection | Thesis |
| dc_rights_str_mv | Stellenbosch University |
| description | Thesis (PhD)--Stellenbosch University, 2022. |
| format | Thesis |
| id | oai:scholar.sun.ac.za:10019.1/124554 |
| institution | Stellenbosch University (South Africa) |
| language | en_ZA |
| last_indexed | 2026-06-10T12:44:37.487Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from SUNScholar — Stellenbosch University Repository |
| publishDate | 2022 |
| publishDateRange | 2022 |
| publishDateSort | 2022 |
| publisher | Stellenbosch : Stellenbosch University |
| publisherStr | Stellenbosch : Stellenbosch University |
| record_format | dspace |
| source_str | SUNScholar — Stellenbosch University Repository |
| spelling | oai:scholar.sun.ac.za:10019.1/124554 Organic wine : choice and consumer value perceptions Ghezelbash, Atousa Said, Emanuel Vink, N. Van der Merwe, Melissa Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Agricultural Economics. Consumers -- Attitudes -- Great Britain Organic wines -- Consumption -- Great Britain Value -- Social aspects -- Great Britain Brand choice -- Great Britain UCTD Thesis (PhD)--Stellenbosch University, 2022. ENGLISH SUMMARY : The purchase and consumption of organic wine are generally ascribed to altruistic motivation. However, there is a dearth of research that can comprehensively explain the value perceptions of organic wine consumers and why such consumers may move from conventional to organic wine and vice versa. This study offers a new theoretical perspective on how organic wine consumers develop and manifest their value perceptions. The study poses two research questions to achieve this objective: What dimensions of consumer value perceptions influence consumers to purchase and consume organic wine instead of conventional wine, and how do they relate to each other? Why does a segment of organic wine consumers float between organic and conventional wine? The study employs a constructivist grounded theory approach to answer these research questions and presents the findings emerging from 25 interviews with a selection of conventional and organic wine consumers in the United Kingdom. The study extends existing theory about the value perceptions of organic wine consumers. Organic wine consumers develop their perceptions of value through a process that involves an interplay between the emotions generated by organic wine and perceptions of the benefits obtained through organic wine consumption. The motivations of organic wine consumers are personal and selfish rather than altruistic. A cycle of selective information search leads to the development, and constant reinforcement, of an emotional (rather than cognitive) consumption loyalty to organic wine. However, organic wine consumers are not dogmatic in their behaviour and are flexible about the purchase and consumption of conventional wine without feeling dissonance. This flexibility offers an understanding of why organic wine consumers float between organic and conventional wine. As a result, the study proposes an alternative conceptual model of the consumers’ perceptions of the value of organic wine. The findings suggest that further research intending to offer insights into the enduring involvement of consumers with organic wine, as well as extending the applicability of the proposed conceptualisation to organic products generally, is justified. Marketers of organic wine should focus less on organic wine’s sustainability characteristics and concentrate more on the benefits provided for consumers personally. AFRIKAANSE OPSOMMING : Die koop en verbruik van organiese wyn word oor die algemeen toegeskryf aan altruïstiese motiewe. Daar is egter ’n gebrek aan navorsing wat die waardepersepsies van die verbruikers van organiese wyn omvattend kan verklaar, asook hoekom sulke verbruikers moontlik sal beweeg van konvensionele na organiese wyn en omgekeerd. Hierdie studie bied ’n nuwe, teoretiese perspektief op hoe die verbruikers van organiese wyn hulle waardepersepsies ontwikkel en openbaar. Die studie vra twee navorsingsvrae om hierdie doelwit te bereik: Watter dimensies van verbruikers se waardepersepsies beïnvloed verbruikers om organiese wyn eerder as konvensionele wyn te koop en te verbruik, en hoe hou hulle verband met mekaar? Hoekom is daar ’n segment van verbruikers van organiese wyn wat tussen organiese en konvensionele wyn ‘dryf’? Die studie maak gebruik van ’n konstruktivistiese gegronde teoretiese benadering om hierdie navorsingsvrae te beantwoord. Die bevindinge wat aangebied word kom uit 25 onderhoude met ’n verskeidenheid verbruikers van konvensionele en organiese wyn in die Verenigde Koninkryk (VK). Die studie brei bestaande teorie oor die waardepersepsies van verbruikers van organiese wyn uit. Verbruikers van organiese wyn ontwikkel hulle waardepersepsies deur ’n proses wat die samespel behels tussen die emosies wat deur organiese wyn gegenereer word en die persepsies van die voordele wat verkry word uit die verbruik van organiese wyn. Die motiverings van verbruikers van organiese wyn is persoonlik en selfsugtig eerder as altruïsties. ’n Siklus van selektiewe soeke na inligting lei tot die ontwikkeling en konstante versterking van ’n emosionele (eerder as kognitiewe) verbruikerslojaliteit aan organiese wyn. Verbruikers van organiese wyn is egter nie dogmaties in hulle gedrag nie en is buigsaam oor die koop en verbruik van konvensionele wyn sonder om dissonansie te ervaar nie. Hierdie buigsaamheid bied ’n begrip vir hoekom verbruikers van organiese wyn kan dryf tussen organiese en konvensionele wyn. Gevolglik stel hierdie studie ’n alternatiewe konseptuele model voor van hierdie verbruikers se persepsies van die waarde van organiese wyn. Die bevindinge stel voor dat nog navorsing geregverdig is om insigte te lewer oor die blywende betrokkenheid van verbruikers by organiese wyn, asook oor die uitbreiding van die toepasbaarheid van die voorgestelde konseptualisasie na organiese produkte oor die algemeen. Die bemarkers van organiese wyn moet minder fokus op die volhoubaarheidskenmerke van die wyn en meer konsentreer op die voordele wat dit aan verbruikers persoonlik sal verskaf. Doctoral 2022-02-23T07:26:08Z 2022-04-29T09:19:25Z 2022-02-23T07:26:08Z 2022-04-29T09:19:25Z 2022-04 Thesis http://hdl.handle.net/10019.1/124554 en_ZA Stellenbosch University x, 187 pages ; illustrations, includes annexures application/pdf Stellenbosch : Stellenbosch University |
| spellingShingle | Consumers -- Attitudes -- Great Britain Organic wines -- Consumption -- Great Britain Value -- Social aspects -- Great Britain Brand choice -- Great Britain UCTD Ghezelbash, Atousa Organic wine : choice and consumer value perceptions |
| title | Organic wine : choice and consumer value perceptions |
| title_full | Organic wine : choice and consumer value perceptions |
| title_fullStr | Organic wine : choice and consumer value perceptions |
| title_full_unstemmed | Organic wine : choice and consumer value perceptions |
| title_short | Organic wine : choice and consumer value perceptions |
| title_sort | organic wine choice and consumer value perceptions |
| topic | Consumers -- Attitudes -- Great Britain Organic wines -- Consumption -- Great Britain Value -- Social aspects -- Great Britain Brand choice -- Great Britain UCTD |
| url | http://hdl.handle.net/10019.1/124554 |
| work_keys_str_mv | AT ghezelbashatousa organicwinechoiceandconsumervalueperceptions |