Abstract： The objective of this study was to provide insights on the motivations behind the decision of biodynamic producers in the United States to shift to biodynamic practices in the vineyard and winemaking proces...Abstract： The objective of this study was to provide insights on the motivations behind the decision of biodynamic producers in the United States to shift to biodynamic practices in the vineyard and winemaking process. The second objective of the study was to evaluate the perceptions of the consumers regarding eco-label wines, with a direct focus on the attitudes of millennial generation. Two surveys, one directed to biodynamic producers in the United States and the other to a group of Californian wine consumers were distributed during spring and fall of 2010. Findings from the first survey reveal that biodynamic producers are engaged in biodynamic practices out of socially motivated reasons rather than economic factors. Results from the consumer survey suggest a generally uninformed generation of consumers about eco-label wines and particularly about the practices associated with these products. This lack of information heavily influences their behavioral decisions and attitudes and points out to the critical need for consumer education.展开更多
文摘Abstract： The objective of this study was to provide insights on the motivations behind the decision of biodynamic producers in the United States to shift to biodynamic practices in the vineyard and winemaking process. The second objective of the study was to evaluate the perceptions of the consumers regarding eco-label wines, with a direct focus on the attitudes of millennial generation. Two surveys, one directed to biodynamic producers in the United States and the other to a group of Californian wine consumers were distributed during spring and fall of 2010. Findings from the first survey reveal that biodynamic producers are engaged in biodynamic practices out of socially motivated reasons rather than economic factors. Results from the consumer survey suggest a generally uninformed generation of consumers about eco-label wines and particularly about the practices associated with these products. This lack of information heavily influences their behavioral decisions and attitudes and points out to the critical need for consumer education.
