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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.

Sour Grapes - Consumers have little thirst for green wine

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

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