Publicação
The influence of the organic label on the sensory profile and liking of wines. Is our perception and appreciation biased?
| Resumo: | Aiming to assess the influence of the organic mode of production on the acceptance and sensory profile of wines, consumers responded to a preliminary online survey to obtain information on willingness to pay and acceptance of unfamiliar flavours in organic wines. A knowledgeable and trained panel characterized several organic and conventional wines by free descriptive sensory analysis and provided their degree of liking, familiarity and willingness to pay (WTP). A total of 8 wines were tasted during 3 tasting sessions accompanied by 4 wines used as distractors. The information given to tasters was different in each session: (i) all wines were told to be conventional; (ii) all wines were told to be organic, and (iii) tasters were asked to guess the mode of production. The online survey showed the positive consumer opinion regarding organic wines for their environmental aspects reflected in higher WTP. Respondents were willing to accept flavour differences from conventional wines but leniency regarding any flaw was not supported. Tasters showed increasing liking scores and WTP in the organic labeled session. The liking scores grew 76.5% and the WTP, 98.7% when the tasters thought the wines were organic. The sensory profile of the wines varied according to the information, revealing an increased utilization of positive fruity and floral flavours. However, these observations were contradicted when tasters had to guess the production’s mode. Then, organic wines were linked to the eventual presence of negative flavours like animal and earthy while flawless wines were considered more likely to be conventional. Moreover, the emotional response “Unpleasant” was mostly used in the “guess” session and worked as a cue to define the mode of production. Finally, the organic label exerted a clear halo effect on wine appreciation, even when wines were evidently tainted and recognized as unpleasant by a knowledgeable tasting panel |
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| Autores principais: | Romano, Mylena |
| Assunto: | organic wine conventional wine liking willingness to pay Halo effect |
| Ano: | 2019 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório da Universidade de Lisboa |
| Resumo: | Aiming to assess the influence of the organic mode of production on the acceptance and sensory profile of wines, consumers responded to a preliminary online survey to obtain information on willingness to pay and acceptance of unfamiliar flavours in organic wines. A knowledgeable and trained panel characterized several organic and conventional wines by free descriptive sensory analysis and provided their degree of liking, familiarity and willingness to pay (WTP). A total of 8 wines were tasted during 3 tasting sessions accompanied by 4 wines used as distractors. The information given to tasters was different in each session: (i) all wines were told to be conventional; (ii) all wines were told to be organic, and (iii) tasters were asked to guess the mode of production. The online survey showed the positive consumer opinion regarding organic wines for their environmental aspects reflected in higher WTP. Respondents were willing to accept flavour differences from conventional wines but leniency regarding any flaw was not supported. Tasters showed increasing liking scores and WTP in the organic labeled session. The liking scores grew 76.5% and the WTP, 98.7% when the tasters thought the wines were organic. The sensory profile of the wines varied according to the information, revealing an increased utilization of positive fruity and floral flavours. However, these observations were contradicted when tasters had to guess the production’s mode. Then, organic wines were linked to the eventual presence of negative flavours like animal and earthy while flawless wines were considered more likely to be conventional. Moreover, the emotional response “Unpleasant” was mostly used in the “guess” session and worked as a cue to define the mode of production. Finally, the organic label exerted a clear halo effect on wine appreciation, even when wines were evidently tainted and recognized as unpleasant by a knowledgeable tasting panel |
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