Food and wine production practices: an analysis of consumer views

This study was designed to ascertain the degree to which consumers are concerned about human health and environmental issues arising from both food and wine production. In particular, this study sought, for the first time, to compare consumer perceptions regarding food production practices and wine production practices. Interviewer-administered questionnaires were completed with 109 consumers inside supermarkets, general liquor stores and specialty wine stores in the city of Christchurch, New Zealand. In general, consumers expressed a high level of concern regarding the effects of agricultural (food) production practices on both their own health and on the health of the environment. Consumers were found to be less concerned about the effects of wine production practices on their health and the environment, but a large segment reported that they did not know how wine was produced and thus had not, as yet, formed either positive or negative views about the effects of wine production practices. At a practical level, this paper suggests that wine marketers have a window of opportunity in which to positively influence the large number of consumers who currently do not hold any views regarding the effects of wine production on their health or the environment. This paper is of significant value because it provides a unique comparison of consumer views regarding food production and wine production and it has added to our knowledge of the 'green' consumer.