Sour Grapes - Consumers have little thirst for green wine
A study on wine and eco-labels led by Institute of the Environment and Anderson School of Management Professor Magali Delmas is featured in Conservation Magazine's Journal Watch.
Professor Delmas' team analyzed 13,426 California wines produced from 1998 through 2005. Focusing on consumer behavior the researchers reported in a paper published in Business & Society that buyers may shy away from an "organic" label wine because they associate the term with lower-quality wine untreated with preservatives. The data, however, suggests that sustainable methods actually result in better wines.
To read the full article in Conservation Magazine click here.
Published: Wednesday, June 16, 2010