Organic Wine: The Influence of Biospheric, Altruistic, and Egoistic Values on Purchase Intention, Willingness to Pay More, and Willingness to Sacrifice
DOI:
https://doi.org/10.34051/j/2019.1Keywords:
organic wine, Schwartz's values theory, Stern's nomenclature, social adaptation theory, green signalingAbstract
This study developed a conceptual framework for understanding consumers’ behavioral intentions regarding the purchase of organic wine. Based on Schwartz’s values theory, using Stern’s nomenclature, in conjunction with social adaptation theory, altruism, and green signaling, we analyze the role of values in forming organic wine purchase intentions, the willingness to pay more to purchase organic wine, and the willingness to sacrifice quality to purchase organic wine. A self-report consumer survey, operationalized by structural equation modeling, revealed the significant influence of biospheric values on all three types of behavioral intentions. We could not establish significant support for altruistic values while egoistic values influenced only purchase intention with respect to organic wines. Consumers seem to care about personal health benefits and social status when they purchase organic wines. However, heavy wine drinkers tend to focus on the intrinsic attributes of wines rather than their extrinsic benefits. Numerous implications and takeaways are discussed.
References
Ajzen, I. 1991. The theory of planned behavior. Organizational Behavior and Human Decision Processes 50 (2): 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Barber, N. 2005. Wine label design, information and bottle packaging: Influence on wine buying behaviors. Published, master's thesis, Purdue University, West Lafayette, IN.
Barber, N., C. Taylor, & C. S. Deale. 2010. Wine tourism, environmental concerns, and purchase intention. Journal of Travel & Tourism Marketing 27 (2): 146-165. https://doi.org/10.1080/10548400903579746
Barber, N., C. Taylor, & Strick, S. 2009. Wine consumers' environmental knowledge and attitudes: influence on willingness to purchase. International Journal of Wine Research 1(1): 59-72. https://doi.org/10.2147/IJWR.S4649
Bazoche, P., C., Deola, & L. G., Soler. 2008, August. An experimental study of wine consumers' willingness to pay for environmental characteristics. In 12th Congress of the European Association of Agriculture Economists. INRY.
Biao, X., W., Xiaorong, D., Zhuhong, & Y., Yaping. 2003. Critical impact assessment of organic agriculture. Journal of Agricultural and Environmental Ethics 16 (3): 297-311. https://doi.org/10.1023/A:1023632201788
Bonini, S. M. J. & J. M., Oppenheim. 2008. Helping 'green' products grow. The McKinsey Quarterly. http://www.data360.org/pdf/20081029174901.08-10-29%20McKinley%20Green%20Perception.pdf (accessed April 1, 2014)
Boulding, W., A. Kalra, R. Staelin, & V. A. Zeithaml. 1993. A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research 30(1): 7-27. https://doi.org/10.1177/002224379303000102
Brugarolas Mollá-Bauzá, M. M., L. Martínez-Carrasco, A. Martínez-Poveda, and M. Rico Pérez. 2005. Determination of the surplus that consumers are willing to pay for an organic wine. Spanish Journal of Agricultural Research 3 (1): 43-51. https://doi.org/10.5424/sjar/2005031-123
Buhrmester, M., T. Kwang, & S. D. Gosling. 2011. Amazon's Mechanical Turk a new source of inexpensive, yet high-quality, data? Perspectives on Psychological Science 6 (1): 3-5. https://doi.org/10.1177/1745691610393980
Carman, J. H. 1978. Values and consumption patterns: A closed loop. Advances in consumer research 5 (1): 403-407.
Charters, S., & J. Ali-Knight. 2002. Who is the wine tourist? Tourism management 23 (3): 311-319. https://doi.org/10.1016/S0261-5177(01)00079-6
Cobrda, W., & A.J. Hebard. 2010. Hot spots & hot buttons: The consumer lens into sustainability. Research Proposal by Earthsense for The Sustainability Consortium's Consumer Science Working Group. http://www.sustainabilityconsortium.org/wpcontent/uploads/Earthsense_Response_to_RFP_May_21_2010.pdf (Accessed March 14, 2014).
Crescimanno, M., G.B. Ficani, & G. Guccione. 2002. The production and marketing of organic wine in Sicily. British Food Journal 104 (3/4/5): 274-286. https://doi.org/10.1108/00070700210425714
Cronin, J. J., & S. A. Taylor. 1992. Measuring service quality: a reexamination and extension. Journal of Marketing 56 (3): 55-68. https://doi.org/10.1177/002224299205600304
Davis, J. L., Green, J. D., & Reed, A. 2009. Interdependence with the environment: Commitment, interconnectedness, and environmental behavior. Journal of Environmental Psychology 29 (2): 173-180. https://doi.org/10.1016/j.jenvp.2008.11.001
De Groot, J. I. M., & L. Steg. 2007. Value orientations and environmental beliefs in five countries: validity of an instrument to measure egoistic, altruistic and biospheric value orientations. Journal of Cross-Cultural Psychology 38 (3): 318-332. https://doi.org/10.1177/0022022107300278
De Groot, J. I. M., & L. Steg. 2008. Value orientations to explain environmental attitudes and beliefs: how to measure egoistic, altruistic, and biospheric value orientations. Environment and Behavior 40 (3): 330-354. https://doi.org/10.1177/0013916506297831
Delmas, M. A., & L. E., Grant. 2014. Eco-Labeling strategies and price-premium: The wine industry puzzle. Business & Society, 53 (1): 6-44. https://doi.org/10.1177/0007650310362254
DeVilles, R. 1991. Scale development. Applied Social Research Methods, Vol. 28. Newbury Park, CA: Sage.
Dunlap, R. E., & Van Liere, K. D. 1978. The "new environmental paradigm". The Journal of Environmental Education 9 (4): 10-19. https://doi.org/10.1080/00958964.1978.10801875
Fishbein, M. & Ajzen, I. 1975. Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Forbes, S. L., D. A. Cohen, R. Cullen, S. D. Wratten, & J. Fountain. 2009. Consumer attitudes regarding environmentally sustainable wine: an exploratory study of the New Zealand marketplace. Journal of Cleaner Production 17 (13): 1195-1199. https://doi.org/10.1016/j.jclepro.2009.04.008
Ford, J. K., R. C. MacCallum, & M. Tait. 1986. The application of exploratory factor analysis in applied psychology: A critical review and analysis. Personnel psychology 39 (2): 291-314. https://doi.org/10.1111/j.1744-6570.1986.tb00583.x
Fornell, C., & D. F. Larcker. 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18 (1): 39-50. https://doi.org/10.1177/002224378101800104
Fotopoulos, C., & A. Krystallis. 2001. Defining the organic consumer and his willingness to pay for selected food products in Greece: a countrywide survey. In Proceedings of 51st Atlantic Economic Society Conference, (pp. 13-20). Athens.
Goldman, B.J., & K.L. Clancy. 1991. A survey of organic produce purchases and related attitudes of food cooperative shoppers. American Journal of Alternative Agriculture, 6(2): 89-96. https://doi.org/10.1017/S0889189300003933
Golicic, S.L., Flint, D.J, & Signori, P. 2016. The Triple Bottom Line in the Global Wine Industry. 9th International Conference of the Academy of Wine Business Research. Retrieved January 14, 2016 from http://academyofwinebusiness.com/wpcontent/uploads/2016/03/45.-The-Triple-Bottom-Line-in-the-Global-Wine-Industry-.pdf
GreenBiz. 2010, January 26. Consumers want to buy green, but economic woes stifle the market. http://www.greenbiz.com/news/2010/01/26/consumers-want-buy-green-economic-woesstifle-market (accessed March 14, 2014).
Gilley, O. W., & R. P. Leone. 1991. A two-stage imputation procedure for item nonresponse in surveys. Journal of Business Research 22 (4): 281-291. https://doi.org/10.1016/0148-2963(91)90035-V
Griskevicius, V., J. M. Tybur, J. M. Sundie, R. B. Cialdini, G. F. Miller, & D. T. Kenrick. 2007. Blatant benevolence and conspicuous consumption: When romantic motives elicit strategic costly signals. Journal of Personality and Social Psychology 93 (1): 85-102. https://doi.org/10.1037/0022-3514.93.1.85
Grunert, S.C., & H.J. Juhi. 1995. Values, environmental attitudes and buying of organic foods. Journal of Economic Psychology 16 (1): 63-72. https://doi.org/10.1016/0167-4870(94)00034-8
Hair Jr, J. F., W. C. Black, B. J. Babin, & R. E. Anderson. 2009. Multivariate data analysis (7th edition). Upper Saddle River, NJ: Prentice Hall.
Hall, J., W. Binny, & G. O'Mahony. 2004. Age related motivational segmentation of wine consumption in a hospitality setting. International journal of wine marketing 16 (3): 29-44. https://doi.org/10.1108/eb008777
Hall, J., M. Shaw, & I. Doole. 1997. Cross‐cultural analysis of wine consumption motivations. International Journal of Wine Marketing 9 (2): 83‐93. https://doi.org/10.1108/eb008672
Harper, G.C., & A. Makatouni. 2002. Consumer perception of organic food production and farm animal welfare. British Food Journal 104 (3/4/5): 287-299. https://doi.org/10.1108/00070700210425723
Hollebeek, L.D., S.R. Jaeger, R.J. Brodie, & A. Balemi. 2007. The influence of involvement on purchase intention for new world wine. Food Quality and Preference 18 (8): 1033-1049. https://doi.org/10.1016/j.foodqual.2007.04.007
Homer, P. M., & L.R. Kahle. 1988. A structural equation test of the value-attitude-behavior hierarchy. Journal of Personality and Social Psychology 54 (4): 638-646. https://doi.org/10.1037/0022-3514.54.4.638
Hughes, D. 1995. Animal welfare: The consumer and the food industry. British Food Journal 97 (10): 3-7. https://doi.org/10.1108/00070709510104529
Hutchins, R.K., & L.A. Greenhalgh. 1997. Organic confusion: Sustaining competitive advantage. British Food Journal 99 (9): 336-338.
Kahle, L, R. 1983. Social values and social change: Adaptation to life in America. Westport, CT: Praeger Publishers.
Kahle, L, R, R. A. Kulka, & D.M. Klingel. 1980. Low adolescent self-esteem leads to multiple interpersonal problems: A test of social adaptation theory, Journal of Personality and Social Psychology 39 (3): 496-502. https://doi.org/10.1037/0022-3514.39.3.496
Klatsky, A. L., M. A. Armstrong, & H. Kipp. 1990. Correlates of alcoholic beverage preference: Traits of persons who choose wine, liquor or beer. British Journal of Addiction 85 (10): 1279‐1289. https://doi.org/10.1111/j.1360-0443.1990.tb01604.x
Kline, R. B. 2011. Principles and practice of structural equation modeling. New York: Guilford Press.
Magnusson, M. K., A. Arvola, U. K. K. Hursti, L. Åberg, & P. O. Sjödén. 2003. Choice of organic foods is related to perceived consequences for human health and to environmentally friendly behaviour. Appetite 40 (2): 109-117. https://doi.org/10.1016/S0195-6663(03)00002-3
Nichols, R. 2009, December 03. The green wine summit: Wine consumers are positive about sustainability. http://www.winebusiness.com/news/?go=getArticle&dataid=69552 (accessed April 01, 2014).
Nunnally, J.C. 1978. Psychometric theory (2nd ed). New York: McGraw-Hill.
Oliver, J.D., & S-H. Lee. 2010. Hybrid car purchase intentions: a cross-cultural analysis. Journal of Consumer Marketing 27 (2): 96-103. https://doi.org/10.1108/07363761011027204
Peattie, K. 2006. Green Marketing. London: Pitman Marketing.
Phillips, W. J., & S. C. Jang. 2012. Exploring seniors' casino gaming intention. Journal of Hospitality & Tourism Research 36 (3): 312-334. https://doi.org/10.1177/1096348010388656
Piner, K. E., & L.R. Kahle. 1984. Adapting to the stigmatizing label of mental illness: foregone but not forgotten. Journal of Personality and Social Psychology 47 (4): 805-811. https://doi.org/10.1037/0022-3514.47.4.805
Podolny, J.M. 2005. Status signals: A sociological study of market competition. Princeton, NJ: Princeton University Press.
Quester, P. G., & J. Smart. 1998. The influence of consumption situation and product involvement over consumers' use of product attribute. Journal of Consumer Marketing 15 (3): 220‐238. https://doi.org/10.1108/07363769810219107
Rahman, I. & D. Reynolds. 2016. Predicting green hotel behavioral intentions using a theory of environmental commitment and sacrifice for the environment. International Journal of Hospitality Management. (in press). https://doi.org/10.1016/j.ijhm.2015.09.007
Rahman, I. & D. Reynolds. 2015. Wine: An empirical analysis of intrinsic attributes and consumers' drinking frequency, experience, and involvement. International Journal of Hospitality Management 44 (1): 1-11. https://doi.org/10.1016/j.ijhm.2014.09.004
Rahman, I., D. Reynolds, & S. Svaren. 2012. How "green" are North American hotels? An exploration of low-cost adoption practices. International Journal of Hospitality Management 31 (3): 720-727. https://doi.org/10.1016/j.ijhm.2011.09.008
Rahman, I., J., Park, & G., Chi. 2015. Consequences of "greenwashing": Consumers' reactions to hotels' green initiatives. International Journal of Contemporary Hospitality Management, 27 (6). 1054-1081. https://doi.org/10.1108/IJCHM-04-2014-0202
Rahman, I., T. Stumpf, & D. Reynolds. 2014. A comparison of the influence of purchaser attitudes and product attributes on organic wine preferences. Cornell Hospitality Quarterly 55 (1): 127-134. https://doi.org/10.1177/1938965513496314
Reed, M. 2010. Fight the future! How the contemporary campaigns of the UK organic movement have arisen from their composting past. Sociologica Ruralis 41 (1): 131-45. https://doi.org/10.1111/1467-9523.00173
Remaud, H., S. Mueller, P. Chvyl, & L. Lockshin. 2008. Do Australian wine consumers value organic wine? In proceedings of the 4th International Academy of Wine Business
Research Conference. Sienna. http://academyofwinebusiness.com/wpcontent/uploads/2010/04/Do-Australian-wine-consumers-value-organic-wine_paper.pdf (accessed March 5, 2014).
Ronksley, P.E., S.E. Brien, B.J. Turner, K.J. Mukamal, & W.A. Ghali. 2011. Association of alcohol consumption with selected cardiovascular disease outcomes: a systematic review and meta-analysis. British Medical Journal 342. https://doi.org/10.1136/bmj.d671
Saba, A., & F. Messina. 2003. Attitudes towards Organic Foods and Risk/Benefit Perception Associated with Pesticides. Food Quality Preference 14 (8): 637-45. https://doi.org/10.1016/S0950-3293(02)00188-X
Schifferstein, H. N. J., & P. Oude-Ophuis. 1998. Health-related determinants of organic food consumption in The Netherlands. Food Quality and Preference 9 (3): 119-33. https://doi.org/10.1016/S0950-3293(97)00044-X
Schwartz, S. H. 1992. Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology 25 (1): 1-65. https://doi.org/10.1016/S0065-2601(08)60281-6
Schwartz, S. H. 1994. Are there universal aspects in the structure and contents of human values? Journal of Social Issues 50 (4): 19-45. https://doi.org/10.1111/j.1540-4560.1994.tb01196.x
Schwartz, S. H. 1996. Value priorities and behavior: Applying a theory of integrated value systems. In C. Seligman, J. M. Olson & M. P. Zanna (Eds.), The psychology of values (Vol. 8, pp. 1-24), Mahwah, NJ: Erlbaum.
Schwartz, S. H. 2006. Basic human values: An overview. http://segrdid2.fmag.unict.it/Allegati/convegno%207-8-10-05/Schwartzpaper.pdf (accessed May 5, 2014).
Schwartz, S. H., & A. Bardi. 2001. Value hierarchies across cultures. Taking a similarities perspective. Journal of Cross-Cultural Psychology 32 (3): 268-290. https://doi.org/10.1177/0022022101032003002
Schwartz, S. H., G. Melech, A. Lehman, S. Burgess, M. Harris, & V. Owens 2001. Extending the crosscultural validity of the theory of basic human values with a different method of measurement. Journal of Cross-Cultural Psychology 32 (5): 519-542. https://doi.org/10.1177/0022022101032005001
Sexton, S. E., & A. E. Sexton 2013. Conspicuous conservation: The Prius halo and willingness to pay for environmental bona fides. Journal of Environmental Economics and Management. https://doi.org/10.1016/j.jeem.2013.11.004
Seyfang, G. 2007. Growing sustainable consumption communities: The case of local organic food networks. International Journal of Sociology and Social Policy 27 (3-4): 120-34. https://doi.org/10.1108/01443330710741066
Sirieix, L., & H. Remaud. 2010. Consumer perceptions of eco-friendly versus conventional wines in Australia. In proceedings of the 5th International Academy of Wine Business Research Conference. Auckland. http://academyofwinebusiness.com/wpcontent/uploads/2010/04/SirieixRemaud-Consumer-perceptions-of-eco-friendlywines.pdf (accessed March 2, 2014).
Stern, P. C. 2000. New environmental theories: toward a coherent theory of environmentally significant behavior. Journal of Social Issues 56 (3): 407-424. https://doi.org/10.1111/0022-4537.00175
Stern, P. C., & T. Dietz. 1994. The value basis of environmental concern. Journal of Social Issues, 50 (3): 65-84. https://doi.org/10.1111/j.1540-4560.1994.tb02420.x
Stern, P. C., T. Dietz., T. Abel, G. A. Guagnano, & L. Kalof. 1999. A value-belief-norm theory of support for social movements: The case of environmentalism. Human Ecology Review 6 (2): 81-98.
Stern, P. C., T. Dietz., G. A. Guagnano. 1998. A brief inventory of values. Educational and Psychological Measurement 58 (6): 984-1001. https://doi.org/10.1177/0013164498058006008
Stern, P. C., T. Dietz., & L. Kalof. 1993. Value orientations, gender, and environmental concern. Environment and behavior, 25 (5): 322-348. https://doi.org/10.1177/0013916593255002
Teng, Y., K. Wu, & H. Liu. 2013. Integrating altruism and the theory of planned behavior to predict patronage intention of a green hotel. Journal of Hospitality and Tourism Research. DOI: 10.1177/1096348012471383. https://doi.org/10.1177/1096348012471383
Thach, L. 2011. Wine for breakfast: Exploring wine occasions for Gen Y. In proceedings of 6th Academy of Wine Business International Conference, Bordeaux Management School. http://academyofwinebusiness.com/wp-content/uploads/2011/09/3-AWBR2011-Thach1.pdf (accessed April 2, 2014).
Thompson, S.C.G., & M.A. Burton. 1994. Ecocentric and anthropocentric attitude toward the environment. Journal of Environmental Psychology 14 (2): 149-157. https://doi.org/10.1016/S0272-4944(05)80168-9
Tregear, A., J. B. Dent, & M. J. McGregor. 1994. The demand for organically grown produce. British Food Journal 96 (4): 21-25. https://doi.org/10.1108/00070709410061032
United States Department of Agriculture (USDA). 2012. Welcome to the National Organic Program. http://www.ams.usda.gov/AMSv1.0/nop (accessed March 2, 2014).
Ureña, F., R. Bernabéu, & M. Olmeda. 2008. Women, men and organic food: differences in their attitudes and willingness to pay. A Spanish case study. International Journal of consumer Studies 32 (1): 18-26.
Veblen, T. 1953. The Theory of Leisure Class. New York: New American Library.
Vermeir, I., & W. Verbeke. 2006. Sustainable food consumption: Exploring the consumer 'attitude-behavioral intention' Gap. Journal of Agricultural and Environmental Ethics, 19 (2): 169-194. https://doi.org/10.1007/s10806-005-5485-3
Williams, R. M. Jr. 1979. Change and stability in values and value systems: A sociological perspective. In M. Rokeach (ed.), Understanding human values, New York: The Free Press.
Williams, P. R. D., & J.K. Hammit. 2001. Perceived risks of conventional and organic produce: Pesticides, pathogens, and natural toxins. Risk Analysis 21 (2): 319-330. https://doi.org/10.1111/0272-4332.212114
Wilson, M. 2007, September 30. Going for the green. Chain Store Age. http://chainstoreage.com/article/going-green (accessed March 07, 2014).
Yiridoe, E. K., S. Bonti-Ankomah, & R. C. Martin. 2005. Comparison of consumer perceptions and preference toward organic versus conventionally produced foods: A review and update of the literature. Renewable Agriculture and Food Systems 20 (4): 193-205. https://doi.org/10.1079/RAF2005113
Young, W., K. Hwang, S. McDonald, & C. J. Oates. 2010. Sustainable consumption: green consumer behavior when purchasing products. Sustainable Development 18 (1): 20-31. https://doi.org/10.1002/sd.394
Zahavi, A. 1975. Mate selection: Selection for a handicap. Journal of Theoretical Biology 53 (1): 205-214. https://doi.org/10.1016/0022-5193(75)90111-3
Zeithaml, V. A., L. L. Berry, & A. Parasuraman. 1996. The behavioral consequences of service quality. Journal of Marketing 60 (2): 31-46. https://doi.org/10.1177/002224299606000203
