Thomas Robert Porter 1550054 ID 7134

1

NAME

DEGREE

SUPERVISOR

TITLE

DATE

STUDENT no.

Thomas Robert Porter

Master of Business Administration

Dr. John Luffrum

The marketing perception of green wines closing the gap between environmental beliefs and consumer purchase behaviour in South Africa.

20th April 2018

1550054

Project submitted in partial fulfilment of the requirements of the

Master of Business Administration of the

University of Cumbria

2

Abstract

Objective – the objective of this oenology research is to determine if consumers are

willing to pay a premium for green, environmentally friendly produced wine. Ascertaining

the consumer’s perception of green wine and identifying the consumer’s main

environmental concerns and taking advantage of marketing green wine proficiently.

Research – analysis was performed with 3 categories of questionnaires to identify

whether the speculation of literature reflects the research on the consumer’s values,

purchase behaviour, market attraction and intent to pay more. Additionally, the search

to whether the demographics of the consumers played a part to the purchase decision.

Findings – The results indicate the importance of marketing communication and

reflecting a producer’s environmentally friendly products to the consumer in a clear and

universal manner. If that is carried out effectively it might be possible for the consumer

to over-look the price and possibly quality in favour of environmentally friendly. As it

stands South African consumers are not willing to pay more for green wine.

Research limitations/implications – To gather a more accurate result, a much larger

research participant population would be preferred. Individuals, potential participants

such as industry professionals and consumers were receptive to taking part. However,

possible participants directly representing organisations were not as approachable.

Additionally, the extensive reach of social media possibly may have lead to the minimal

contamination of the results.

Further Study – an in-depth study of what the implications and influencers are of the

wine industry’s marketing techniques on the consumer’s purchase decision-making and

why they are not willing to pay more for green wine.

3

Acknowledgements

During an intense year of immeasurable learning, I received a lot of support and

encouragement from a countless number of individuals. Dr. J. Luffrum has been a great

mentor towards my goal. Through his guidance I found the commitment and motivation

to keep my head down and stay focused.

A huge thank you to Louis Boutinot of WaterKloof wines, firstly for the inspiration behind

this paper, as well as his continued support in the biodynamic viniculture practices.

In addition, Michael Boyd, Sophie Hartley and Sarah Porter for valuable constructive

advice, hours of proofreading and listening to proposed methodologies. During data

collection, Cathy Marston of The International Wine Education Centre for the support

and the exposure to the wine community of South Africa. As well, as Carrie Adams of

Norman Goodfellows for her retail insights and sustainability theories.

This is together with the participants who took part in the study for kindly sharing their

valuable time and views.

Finally, a big thank you to my supporting wife, Tamryn, for understanding the challenges

of juggling work, life and my MBA.

4

Declaration of Authenticity

I, Thomas Porter,

Declare that the material contained in this dissertation is the end result of my own work

and that due acknowledgement has been given in the references to ALL sources, be

they printed, electronic or personal.

The word count of this dissertation is: 14,581

DATE: 20th April 2018

SIGNED:

5

Table of Contents

Abstract ...................................................................................................................... 2 Acknowledgements ................................................................................................... 3 Declaration of Authenticity ....................................................................................... 4 Table of Contents ....................................................................................................... 5 Glossary ...................................................................................................................... 6

Key Words ............................................................................................................... 8 Introduction ................................................................................................................ 9 Research ................................................................................................................... 13

High Level Research Question .............................................................................. 13 Specific Research Questions ................................................................................. 13 Aims and Objectives .............................................................................................. 13

Literature Review ..................................................................................................... 15 Methodology ............................................................................................................. 36

Research Data Collection Design .......................................................................... 36 Triangulation .......................................................................................................... 38 Probable Collection Methods ................................................................................. 38 Primary Data .......................................................................................................... 42 Foreseen Limitations and Advantages .................................................................. 43 Quantitative Data ................................................................................................... 44 Qualitative Data ..................................................................................................... 45 Ethical Factions ..................................................................................................... 46 General Data Collection ......................................................................................... 48 General Data Collection Schedule ......................................................................... 49

Collected Data Analysis and Findings ................................................................... 51 Questionnaire Breakdown ..................................................................................... 51 Analysis and Comparison ...................................................................................... 59

Inference and Resulting Conclusions .................................................................... 65 High Level Research Question .............................................................................. 65 Specific Research Questions ................................................................................. 65 Experienced Limitations ......................................................................................... 68

Suggestions for Further Research ......................................................................... 70 Areas of Study Not Fully Addressed ...................................................................... 70 Improve Validity and Reliability .............................................................................. 70 Lack of Resource ................................................................................................... 71

References ................................................................................................................ 72 Appendices ............................................................................................................... 86

6

Glossary

Appellation d'origine controlee (AOC) - a French accreditation approved to certain

French geographical locations for wines, cheeses, butters, and other agricultural

products.

Biodynamic - involves a holistic, spiritual approach to the ecosystem that treats the soil

as an organism in its own right.

Brand synergy - involves developing and creating a common vision or goal that drives

your competitive advantage.

Culture - the learned system of behaviours and beliefs that guide and structure life in a

society.

Denominazione di Origine Controllata (DOCG) - similar to AOC. The highest

designation of quality among Italian wines.

Eco-efficiency - the degree to which a company uses environmental resources, relative

to its economic activity.

Eco-friendly / environmentally friendly – minimal or no harmful to the environment.

Environmental Responsibility - the duty a company or individual has to operate or live in

such a way that protects the environment.

Green - interchangeable in this paper to depict; sustainable, organic, pure, natural, eco-

friendly or biodynamic.

7

Green wine - All wine that considers the preservation of the environment. Can be

considered as natural, pure, biodynamic, sustainable, eco-friendly or organic wine.

Greenmuting - an organisation's deliberate downplaying of its sustainability efforts or

success.

Greenwashing - used to describe the act of misleading consumers regarding the

environmental practices of a company or the environmental benefits of a product or

service.

Kosher - foods that conform to the regulations of kashrut (Jewish dietary law), primarily

derived from Leviticus and Deuteronomy.

Marketing sustainability - when a company focuses on social and environmental

investments as a marketing strategy.

Oenology - the study of every aspect of wine and winemaking, and viticulture involving

vine growing and grape-harvesting.

Primary research - collecting research data first hand.

Qualitative Data - exploratory data, less tangible. Can be described as any data not

containing numerical feedback. Used to compare opinions or ideas.

Quantitative Data - measurable fact supporting numerical data.

Radical transparency - an organisation’s complete and public openness about its

practices.

Secondary research - collected research that already exists as available literature.

8

SAWIS - South African Wine Industry Information & Systems NPC.

Social desirability bias - the tendency of survey participants to answer questions in a

manner that will be viewed favourably by others.

Sustainable - techniques that protect the environment, public health, human

communities, and animal welfare.

Sustainable consumption - meeting people’s needs without inhibiting the needs of

others.

Sustainable value added - value is created whenever benefits of sustainability exceed

costs measuring corporate contributions to sustainability beyond eco-efficiency.

Terroir - the characteristic taste and flavour imparted to a wine by the environment in

which it is produced; including factors such as the soil, topography, and climate are

responsible.

Upcycling – also known as creative reuse, is the general reuse of a product without the

use of industrial interference or regeneration.

Key Words

Biodynamic, Bottles, Brand, Brand Value, Buying, Consumer Trust, Eco, Environmental

Responsibility, Environmentally Friendly, Green Marketing, Green Wine, Natural,

Organic, Packaging, Purchase Behaviour, Recycle, South Africa, Sustainable,

Transportation, Upcycling, Value added, Vegan, Wine.

9

Introduction

In the last two decades, a greater environmental concern by consumers has shown a

rise globally. It can be said that consumers are in search for more than just a brand,

they are in search of a meaningful emotional relationship. An emotional attachment, that

relates them to what they might buy (Hudson et al., 2015). Their purchase choices are

linked to a lifestyle of being more sustainable (Barber et al., 2012). These choices are

made in a decision by how well a product can serve their own needs, as well as not to

cause harm to the precious environment. Research performed by Unilever suggests

that “33% of consumers choose brands that they believe are doing social or

environmental good, while 21% say that they would actively choose brands if they made

their sustainability credentials clearer on their product’s packaging, labelling or in their

marketing” (Peter Fader, 2017). The emotional attachment of a consumer to a brand is

opposed by Freeman (2012). According to her study only 23% of consumers are

searching for a relationship with a brand they purchase. This can be keenly associated

to the consumer’s increasing interest in an emotional attachment to a company’s brand

values and could, if studied further, represent a statistic of value and growth.

In the modern economy, we now see financial institutions such as Goldman Sachs and

JP Morgan making larger commitments to environmental safeguards. Indicating that the

most profit driven business organizations are making an energetic commitment to the

environment, solidifying the influence of ‘green business’ on the corporate environment.

It is further essential for companies to include environmental upkeep as part of their

business strategy (Esty and Winston, 2006). Companies now want their customer base

to know that they care for more than just business and making a profit. This way of self-

10

image rational is quite different to previous decades where “the business of business

was just business” famously articulated by the economist, Milton Friedman (1970). The

development of how the business persona has now changed can be summarised in a

counter statement to that of Milton Friedman: “today the business of business is

everybody’s business” by Grayson & Hodges (Maria Rydahl Ahlgreen, 2010). Today’s

business world has changed; it has become equally more important to take into account

the full cost involved with doing business. Not just the financial cost of making a profit,

but also the cost to the people, and to the planet. The triple bottom line, as first describe

by John Elkington in 1994, does exactly that. Elkington suggested that using this

structure, companies would enable themselves to measure the 3P’s (profit, people and

planet) of business and ensure that the organisation can add positively to their

sustainable value added ratio (The Economist, 2009).

Pressure from the customer, in terms of the environment, within the supply chain has

created an internal sense of corporate duty to manufacture products that do not cause

harm to the environment during production, transportation or consumption of any

product. According to Esty and Winston (2006) “these demands reshape markets,

create new business risks, and generate opportunities for those prepared to respond”.

Lenzen and Murry (2010) indicate that no matter where one might stand in the supply

chain, they have an influence on the environmental impact, due to their purchase

decisions and onward behaviour or trade, thus they are equally responsible for the

protection of the environment. This has relative support by Elkington (1994) in his

opening writings of ‘Towards the sustainable corporation: Win-win-win business

strategies for sustainable development’. The use of a metaphor with regards to Pope

John XXIII’s awakening opinions and the world’s environmental problems indicates that

11

it is everybody’s responsibility to take up environmentally sustainable practices as

change begins with themselves. Pope John XXIII said “I often wake up in the middle of

the night and start thinking about grave problems and decide to talk about them with the

Pope. I then wake up completely and remember I am the Pope”.

This once niche market has now made its impact on the wine industry. A total of 49% of

wine production in South Africa was sustainably certified in 2016. This is a 4% increase

since 2010, according to the South African Wine Industry Information & Systems NPC

(SAWIS) and has presented a reasonable growth to the green wine market over the last

recorded 6 years. It is interpreted by Berrone et al (2010), that privately, smaller, family

owned organisations are more likely to commit to going green, as the owners have

greater long-term commitments to the reputation of their organisation. A rounded figure

of a 40 million litre increase to private cellars (of certified wine) between 2010 and 2016

provides yet again a substantial indication of green market growth to privately owned

cellars. Additionally, the renowned appellation of St-Emilion recently revealed that

producers using 4 local AOCs must be organic, biodynamic or environmentally

sustainable from 2019 (Jane Anson, 2017). The consumer’s environmental concerns of

wine production have created ‘green’ wine; such wine that has the least possible impact

on the environment during all stages of its growth and production. This however could

be debated, as everything humanity comes into contact with or has influence over could

then be considered unnatural. Wine itself could be considered unnatural; it required

humanity to grow, prune and breed the vines in a restrictive manner to produce the

desired grapes. The grapes are then crushed, squeezed and fermented under different

and various techniques that certainly would not happen under Mother Nature’s own

hand. Wine is more than just a fruit or vegetable product, “it is more than just grapes,

12

you cannot make wine without human intervention… it is purely a man-made invention

and without any human interference, all you have is either grape juice or vinegar.”

Stephen Browett, of Farr Vintners (Palling, 2014).

It is currently very hard to class any products as organic and free from additives as the

very air we breathe is contaminated by green house gasses (Akimoto, 2003), which can

affect many agriculture products (Air Pollution - Environmental Policy - UNECE). There

are a number of different styles and techniques to create green wine; natural, pure,

biodynamic, sustainable, eco-friendly and organic wine. All of these encounter

controversy for each of its meaningful definitions related to its creation, as to whether it

meets the criteria to be worthy of its name. For the purpose of this study, each different

style and technique shall be placed under the general term ‘green wine’.

“Terroir, an expression of place, enhanced by organic practices, soil enlivened from

extensive cover crops, breathe flavour and intensity into fruit” (Coturri, 2014). The

writing of Phil Coturri, can further denote that wine is made by nature’s hand. As

unsustainable practices are engaged into the production, the wine loses its essence and

therefore its quality. Wine quality is that of nature’s struggle and therefore drives prices

higher. “Allow the wine to make itself” (Producer shorts: Jeanette Bruwer of Springfield

Estate, 2018). Some consumers are willing to pay a premium; such as the Spanish,

Australian and New Zealand consumers (Heyns, Herbst and Bruwer, 2014). However, it

is undetermined if South African consumers are in agreement with them to pay more.

13

Research

High Level Research Question

To what extent are South African consumers willing to pay more for green wines?

Specific Research Questions

What are the environmental concerns of the consumer when purchasing wine?

Do wineries market green efficiently, to convey their environmental viniculture practices

to the consumer?

Do the environmental values of the winemaker and biodynamic practices influence the

consumer’s purchase behaviour?

What are the marketing communications that are likely to change the consumer’s

purchase behaviour?

Aims and Objectives

The aim of this paper is to analyse, discuss and determine the environmental concerns

impacting wine production and the marketing communications related to the purchase

behaviour of the consumers.

14

The main objectives are:

• To determine if consumers are more likely to pay more for wine should it be

produced in a sustainably ethical manner.

• To investigate the importance of marketing communication to consumers.

• To identify a relationship between brand loyalty, environmental concerns, price

and consumer purchase behaviour.

• To explore the environmental concerns of consumers and what marketing

communications may adjust their perception.

15

Literature Review

Sustainable, biodynamic, natural and organic practices within viniculture are globally

becoming large influencers for wine consumers purchase choices. An increase in

consumer concern for the environment has created demand for wine producers to find a

way to differentiate their practices from those of their competitors. Barber (2010)

suggests that this is due to an increase in the globalisation of the wine production. A lot

more countries are getting involved in wine production and in turn, this has increased

the environmental cost, with a little under 250 hectolitres of wine produced in 2017,

which is a global decrease of 8.2%. However, there was a 2% increase for South Africa

between 2016 and 2017 according to the International Organisation of Vine and Wine

(OIV). Examples of some of the old world (France, Italy and Spain), which are

considerably larger producers, indicate a decrease. However, as a whole the wine

industry is demographically diversifying and this increases the competition both on price

and quality. Additionally, the environmental impact also increases with the

diversification, making the producers environmental responsibility a greater importance.

Global Wine Production By Country, source OIV

16

The increased competition and the change of consumer demands have led to wineries

adopting a more sustainable approach. This nevertheless, could be complete

speculation as we continue to see large global corporation CEOs make guarantees on

the percentage they will decrease their overall footprint without any actual hard data of

where they stand presently (Walsh, 2007).

However, the views of Pomarici and Vecchio (2014) are that there is still greatly limited

consumer understanding of sustainable viniculture and vinification. This possibly results

in the belief that consumers are not prepared to sacrifice wine quality for environmental

concerns (Lockshin and Corsi, 2012). Heyns, Herbst and Bruwer (2014) further agree

that the green market has grown from niche to mainstream and call upon businesses to

do more to keep up with being competitive. Adding to that, the marketing of green wine

in South Africa is lacking fundamental research, even though the green consumer

market holds great opportunity for market growth. This negligence is of concern as it

also relates to consumer product knowledge - if the consumer is not aware of your

brand’s environmentally friendly wine through defined communication and segmentation

of market potential, it “may be over looked in their buying decision, due to the

consumer’s unfamiliarity with the product, rather than outright rejecting it.” It could be

thought that education would be a factor affecting the consumer’s purchase behaviour

and their environmental concerns. Chankrajang and Muttarak (2017) reason that

attaining climate literacy requires abilities that generally are acquired through education

and schooling. Additionally, education evolves an ability further, to plan for the future

and competence in the use of financial and natural resources. This is taking a view that

with greater knowledge of the environmental concerns, a better understanding develops

of how to reduce the problems (Mann, Ferjani and Reissig, 2012). Martin and Schouten

17

(2011), describing that sustainability is making its way into education, saying that “88%

of MBA students want their future employer to actively address sustainability issues”.

The latter, however, can be asserted as false and that purchase behaviour does not

relate to the education levels of the consumer (Heyns, Herbst and Bruwer, 2014). The

fundamental factor affecting purchase decisions is whether or not it is made easy for the

consumer to make that decision. If the product knowledge is easily accessible to the

consumer, the purchase is already 50% made. Next, the consumer needs to be

convinced that the product is of good quality and within their budget (Brown, 2015).

Bonn et al. explains that previous research concluded that some consumers do

consider the environmental impact of the product and do not only focus on the price and

quality when making a purchase decision (Bonn, Cronin and Cho, 2016).

Education has not been conclusively linked to consumer purchase behaviour, however

the amount of income an individual earns may broaden the thought that demographics

of society, the restrictive aptitude of financial income, does have an influence over

consumer’s purchase behaviour (Shavitt, Jiang and Cho, 2016). Socio-demographic

characterisation, a study pioneered by Berkowitz and Lutterman, aimed to characterise

an individual, environmentally concerned consumer within a social hierarchy. The study

contradicts the previous conjecture that education does not have an influence over

green purchase behaviour. A typical green consumer was profiled as “female, 40 years

old, with a high level of education and socio-economic status above average” (Akehurst,

Afonso and Gonçalves, 2012). However, more recent research in 2014 suggests that

gender does not have an influence on green purchase behaviour (Heyns, Herbst and

Bruwer, 2014). Zepeda and Deal’s (2009) Alphabet Theory provides an explanation for

18

the relationship between education, organic products and consumer purchase

behaviours. It specifies that education results in information seeking behaviours in

consumers and ultimately influencing their purchase choices by overriding other

decision influencers such as beliefs or values. Educated individuals can see past the

out-dated cultural practices of history and rather look forward to a decision that has a

greater positive outcome. This to an extent explains why developed countries lead in

tasks such as waste disposal and recycling. A population that better understands the

benefits of not just dropping their waste on their own doorstep, attracting pests and ill

health, is more likely to make changes to their own environment.

Zepeda and Deal’s, The Alphabet Theory Diagram

If the latter is the case, it highlights the importance of tailoring marketing strategies to

target the particular social categories. Marketing strategies that are designed and aimed

at specific social groups could be most effective (Rich and Jain, 1968). For this reason

wineries bring out a selection of branded wines that are designed to target specific

social groups and narrow the market. Diversifying their products from their flagship wine

to other variations (The Economist, 1999) ensures that the wine they produce is

available to a varied market place (Madeline Puckette, 2016) inevitably increasing

19

revenues. Some wineries offer completely different brands such as False Bay wines

and Waterkloof wines. Both brands lie under the same company umbrella but offer two

completely different products. One being a biodynamic wine and the other claims no

organic or biodynamic certifications however abides by more than what is required by

the criteria to be certified (Boutinot, 2018).

It is evident that wine is marketed towards the specific target market. It is divided

between male or female, social class and wealth (Dean, Forbes and A. Cohen, 2010).

Picture those elegant women sipping champagne on the side of a yacht, a red wine

poured in large chunky glasses, drunk by masculine men socialising around the BBQ as

the sun sets. Boxed wine on the Sunday lunch table. Each of the latter creates an

image of how, where and by whom the particular wine is aimed towards. The first

example portrays elegance and wealth, not much regard for expense. The second is

casual fun with friends and the latter, a large family trying to save costs but still have a

social event. These exact scenes are acted out in different ways, by marketer’s

advertisements, to influence their target market of what product best suits the

consumer’s requirements.

Poverty however, could subsequently be linked to purchase behaviour. South Africa

suffers from the fact that an astronomical 55% of the population are below the poverty

line and a further 26% are unemployed, according to Statistics South Africa (2017),

(Omarjee, 2017) (Yu, 2017).

20

South African Unemployment Rate

This leads onto the size of the market, if we consider wine as a whole. It is considerably

small, due to over 50% of the population being unable to afford wine at all. It would be

valid to assume that the individual’s, under those circumstances, main concern would

not be organic, sustainably produced products, they would simply be in search of basic

nourishment for survival. It could be further considered for debate as to whether it is

socially just to even consider green products over a population in malnourishment.

Mann et al (2012) puts the comparison of quality between the organic wines and

organic food industries, highlighting that the market perception of organic food is that of

good quality, whereas that of organic wine suggests poor quality. Consumers are 20%

less likely to purchase wine labelled organic, than to purchase other wines. Additionally,

organic foods are perceived to provide a better health benefit whereas, organic wines

does not carry that same perception. To add insult to injury, many green and

sustainable products carry a premium. This may be an influence to the consumer’s

purchase decision. However, as Brown (2015) explains the consumer needs to evaluate

further costs linked to the product. For example, is the product easily disposed of after

use? Can the empty vessel be returned/traded in? Or is the product disposal a costly

21

and un-environmental burden? It is up to the producer to ensure that the consumer

makes that fundamental, sustainable purchase decision easily and quickly to evaluate

all these factors. Without the consumer’s understanding of a product, the market

segmentation cannot be determined and the demand for green products diminishes

(Chkanikova, 2016).

Organically conscious consumers, according to D’Amico et al. (2016), focus their

concerns on additives when making a decision of purchasing wine. Sulphites are the

main cause for concern. These are used as an antibacterial antioxidant in wine

production and assist with preservation and stabilisation during aging. It has long been

thought to be linked to the ‘wine headache’ (Lee Schneider, 2013). This theory is widely

contested by the wine industry, as many other food products contain sulphites to a

greater level such as dried fruit (Mirela Mart, 2017). The debate could also be raised as

to whether wine containing added sulphites is organic and sustainable. However, it is

considered that “the heart of organic products is preservative and additive free” (Lee

Schneider, 2013). However, organically grown and organic wine differ some what.

Organically grown refers to the actions taken in the vineyard, whereas organic wine

refers to the actions taken in the cellar (Christian Eedes, 2011). This thought could lead

on to many other considerations, such as carbonic maceration, used in wine making to

enhance fruit flavours without the absorption of tannins. This involves adding whole

bunches of grapes to a sealed vat that is filled with carbon dioxide; inducing the grapes

to an intercellular anaerobic fermentation (Simon Woolf, 2017). If it is not considered an

organic wine, if sulphur dioxide is added to help as an antibacterial and preservative,

should the same not be said for the carbonic maceration technique that is performed to

add flavour?

22

Further, controversy of the difference between organically grown grapes and organic

wine is fired up when wineries outsource their grape growing, buying the grapes to

produce their own wine (Grzeskowiak, 2007). Many wineries choose to do this as it

saves on costs of labour, machinery and equipment. The wine maker also basically

does not have to learn a new trade in addition to wine making. Also buying in the grapes

gives the winemaker flexibility to select quality grapes and the financial risks of

viniculture and not having a quality harvest are avoided. However, owning your own

vineyards can create additional revenue apart from your own wine making. Owning your

own vines allows you to sell the grapes on, as well as having first dibs on the harvest,

which is sometimes not the case when buying grapes in. The big debate occurs around

the fact of whether the winery is 100% capable of monitoring the viniculture process off

site to their required specifications. By buying in the grapes the winery loses significant

control of the most important raw materials you need to make wine. If you don’t have

secure grape contracts in place (Lake, 2012), how will the winery know their criteria to

which the grapes were grown? Are they confident that pesticides from another set of

vines did not contaminate their grapes? Were any soil additives used during viniculture

or machinery used during harvest? The transportation from the vineyard to the cellar

could also add to inorganic exposure of the grapes to gasses or chemicals from traffic

and further handling (Wine Spectator, no date).

This leads onto continued dispute that outsourced grapes can possibly contaminate a

certified cellar. If a winery buys in a portion of their grapes for wine production in a

certified cellar, even though kept completely separate, to produce a different brand, can

the cellar continue to be considered under a certification and should the growth vineyard

not be certified as well, under the same criteria as the production cellar? “Although the

23

wines are not organic, we do work closely with the grape suppliers… to ensure that they

minimise the use of synthetics fertilisers, pesticides and herbicides” says Louis Boutinot

(2018) from Waterkoof wines, as he refers to one of the winery’s two brands. This

process is closely monitored by their certifier and currently is permitted under the

criterias of certification. This is heavily contested, as even though all machinery and

equipment is cleaned before processing any grapes, it is argued that residues from

inorganic processes remain behind with the possibility of contaminating organically

grown grapes while processing them for wine making (Teixeira et al., 2014). A similar

view occurs for those wineries that don’t own cellars or vines of their own and simply

buy in grapes and rent cellar space for the production of their wine. Should the

machinery and equipment fall under the certification, a lot like the kosher beliefs, where

by none of the production tools can come into contact with anything un-kosher (‘What Is

Kosher? | KLBD Kosher Certification’)?

There is no clear hierarchy to determine how sustainable, organic or green a particular

producer is. Some may just meet the basic criteria and others go far beyond what is

required. Particular producers, from start up, begin with a green strategy and others

take on green strategies later because of the benefits from the green perception

(Santini, Cavicchi and Casini, 2013). However, it can be speculated that the triple

bottom line can be a good indication of whether or not a producer performs sustainably

(Ann Thrupp et al., 2017). This is due to the creation of radical transparency on the

books, as ‘sustainable value added’ is generated and the eco-efficiency of the company

then benefits (Figge and Hahn, 2004). The large accounting firms are beginning to enter

that green market and auditing carbon transparency. The tangibility of carbon

transparency is still in the early stages of development, however the demand for

24

necessary measurement pushes the innovation forward, even though a single adequate

formula has not been established to display a truly transparent, accurate footprint of a

company (Walsh, 2007).

95% of South Africa’s wine is grown in the Cape Wine lands and share this land with 2

of the world’s most bio diverse habitats found no where else on the planet; The Karoo

and the Cape Floral Kingdom (Conservation Champions | WWF South Africa, no date).

This presents winemakers with a unique environmental challenge apart from the more

mainstream, such as water sustainability, pesticides and pollution. The importance to

protect this natural environmental asset saw rise to the Biodiversity and Wine Initiative,

which was formed in 2004. The members follow the criteria of the IPW, with the aim to

preserve natural vegetation on the vineyards and since its introduction has preserved

over 126,000 hectares of natural land and vegetation (Hamann et al., 2017).

Figge and Hahn (2004) infer that companies seek to achieve sustainable value added

by “taking into account both the efficiency and the absolute level (effectiveness) of

resource use… created when the overall level of environmental and social impacts is

kept constant.” The aim would be for companies to balance their consumption of

resources to their eco-efficiency, to generate a more sustainable consumption ratio.

Companies’ further compare possible capital investments to sustainable value added to

assess their overall value. Similarities between the two suggest that we can learn from

investment decision-making and environmental responsibility, applying it to sustainable

value added. This would ensure that before a decision is made, the best possible

sustainable outcome could be assured. Figge and Hahn (2004), additionally highlight

that, in the endeavour to become more eco-efficient and sustainable, a company

25

attracts more business. It therefore increases its consumption of natural resources and

the balance of sustainable value added is then offset once again. This implies that

sustainability can never be 100% reached and it is a continuous action, in the quest for

infinity, an entity that has no end.

The production of green wine is arguably not where the environmental concerns of the

consumer end. The supply chain has a massive impact on the environment, from how

the grapes are sourced prior to production, to what methods are used to package and

finally transport the wine. Many prefer glass to plastic when sustainability is in mind,

however, the logistics in the wine industry would tend to disagree due to the introduction

of polyethylene terephthalate (PET) bottles. Firstly, the manufacture of a PET bottle

almost halves the amount of harmful emissions released into the environment in

comparison to the manufacture of a glass bottle. Additionally, the weight of a PET bottle

is 700% lighter than a glass bottle and plays a massive impact during the transportation

of the wine. The weight contributes to a larger carbon footprint on the product during

transportation. In comparison, using PET bottles increases the transportation product

load per unit by 36% due to the weight saving (Boela Gerber, no date) (Mpact, 2012).

Truett-Hurst, a wine producer from California partnered in 2013 with GreenBottle, a

London based company who developed the Paperboy wine bottle. The paper bottle is a

seventh of the weight of a normal wine bottle and it is composed of completely recycled

paper, boasting a carbon footprint of less than one third of that of a glass bottle and a

transport footprint 18% more efficient. (Jenni Spinner, 2013)(Lucy Shaw, 2013). The aim

is the reduction of weight and in turn reducing the emissions during transportation.

However, this continues to be restrictive as the shape and size of the bottles are hardly

conducive to the effective use of space. The load may be lighter, however the means of

26

transportation could possibly still take additional load in terms of weight, making this an

unsustainable shipment as the transport is not being utilised to its full potential. The

shape of the product packaging is another important factor to consider during shipment.

Wineries are making an effort to reduce their packaging weight and making

transportation more efficient per unit shipped. Changing the shape of the unit is a step

to utilise all the space available during shipping. Some wines are being shipped in a

‘bag in a box’ (BIB) this means the packaging holds a larger amount of wine per unit

(3L) and is a shape that best fits the transportation storage without waste (Pablo Paster,

2009).

The latter, more sustainable bottles and boxes have been met with criticism by most of

the wine industry elite. It is believed that plastic is not as good as glass at keeping out

oxygen and therefore cannot keep wine in a state of excellence for a period of time. This

however can be debated further as the design of the bags and PET bottles have since

changed to better prevent oxygen coming into contact with the wine (Lloyd Alter, 2008).

Additionally, boxed wine holds a bad reputation because of its past. It is known for

quantity over quality and is considered ‘generic bulk wine’ with little going for it. The

challenge is presented now that some boxed wine is good quality but due to its

reputation does not sell as well as bottled wines. Moreover, wine style and culture has

had a huge influence on the negativity behind non-glass bottles and boxes because of

the mysterious history encased within wine. Consumers can take part in this history by

popping a cork on a glass bottle of wine but cannot partake if the wine is boxed or in a

PET bottle. “Wine isn't just a liquid, but also a culture” (Veseth, 2009).

27

A lot of sustainable producers’ focus is on the packaging, huge efforts are made to

make it lighter, recycled or recyclable and as minimal as possible. Many consumers

embrace this. The culture of the wine industry, some may dispute, stubbornly sticks to

the idea that glass is the preferred means of product packaging. One might contest that

the glass itself is also unsustainable and possibly unethical before it is even destined to

be a means of wine packaging. Some glass is produced using animal products and

therefore not vegan and additionally may break animal cruelty regulation. This is,

however, speculation and has no evidence to justify it past any reasonable doubt.

To tackle the stubbornness of glass use in the wine industry, some producers design

their bottles to be given a new life after their general use. Upcycling, a term used to

differentiate from recycling, upcycling is the general reuse of a product without industrial

interference, where as recycling usually involves the melting down of glass or plastic

products to make a different or entirely new product. In South Africa, the Protea range

by Anthonij Rupert Wyne (Green Design) has embraced this notion and designed its

bottles around the idea of being reused. The labels are small, biodegradable and easily

removed, leaving the consumer with a florally designed bottle and a reusable, hand

opening cork. This would allow for the bottle to be used as an olive oil or sauce bottle in

the home. Additionally, for the more crafty, the bottles can be cut or reshaped for

number of other purposes (Africa, 2014).

In terms of the sustainability of wine it is important to consider the entirety of the

complete supply chain. Porter’s five forces can be used to assess the green market and

how competitiveness from new entries into the market with innovative, fresh ideas about

sustainability are changing the long-term producers. To remain competitive, producers

28

have to adjust due to the market demands and the buyer power. Suppliers too are

receiving similar pressure to becoming green and therefore to provide greener products.

This, however, does not mean that the green market does not still have stiff competition

with non-sustainable products as well as those products that falsely claim to be green

(Frederking, 2011).

Wine producers are more actively displaying their certifications of sustainability on their

packaging as a move to better communicate with the consumer. It is important to

ensure your consumer understands the efforts that have gone in to producing wine and

preserving the environment. This is something Bodegas Torres, a Spanish wine

producer knows a great deal about by setting aside 11% of its annual profits to take up

environmental projects and the target of being carbon natural within 15 years. This

results in the reduction of their CO2 emissions by up to 40% in 2009 compared with that

of 2008 (John Stimfig, 2017).

This is a marketing strategy that, in effect, could be beneficial; connecting the consumer

with the sustainable practices involved in the production of the wine. In South Africa, the

Integrated Production of Wine (IPW) is a voluntary sustainability certification audit for

wine. Producers are required to adhere to numerous criteria to enable them to be

accredited (IPW Home Page). This, however, is a voluntary regulated membership of

each producer and not all producers adhere to the guidelines. The voluntary basis of

eco-certifications is seen with some uncertainty as it is difficult to identify a company’s

level of motivation to follow the initiative (Berghoef and Dodds, 2013) with some

producers stating it has “changed nothing, only paperwork and expense” (Heyns, Herbst

and Bruwer, 2014). The advantage may be quite minimal, if there is any as many of the

29

voluntary certifications have limited participation. The initiatives being on a voluntary

basis and not carrying much lawful prosecution may attract the attention of greenwash

marketing, whereby the producer simply has no interest in becoming greener but

markets their product as doing so to attract a larger market base. Many certifiers such

as Ecocert (Our activities | Ecocert South Africa, no date), which operate globally, do

have rigorous guidelines and do monitor their members through third party inspections.

Failure, however to abide by these just leads to loss in certifications. According to

Murphy (2008) greenwash marketing is “green greed” and declaring oneself green

simply to sell more products (Jane Anson, 2017) may stem from the lack of

understanding and the constant changing of the boundaries to calling yourself green

(Martin and Schouten, 2011).

Using the British-American author, motivational speaker and marketing consultant,

Simon Sinek’s, Game Theory (2017) it is possibly to provide some light in to why some

companies make the decisions they do, in this circumstance, of green marketing and

greenwashing. Sinek describes the world of business is much like a game, however not

like a game as we know it, with rules and an outcome. Games, as we know them like

chess and football are finite games. These games have a winner and a loser. The rules

are clear to both sides, a scorecard keeps record of the game, and at the end of an

agreed period a winner is declared. Business, on the other hand, is a game in which

many of it’s players do not understand the rules to, or play the game using rules

experienced from other finite games. This is because business is an infinite game, it has

no end, the rules of play are quite different, as we do not play to win but we play to

survive for the long run. This makes the game of business infinite; rules rarely exist and

are open to interpretation. The game continues to change, along side the opponents.

30

There are no winners or losers, players dropout when they lose the will to continue or

the resources to continue. Sinek’s opinion is that “The goal is to out last your

opponents”. That is where so many companies go wrong, “always drawn to the quicker

cheaper way, rather than the better long term solution”. A chain of quick fixes, one after

the other, accurately represents the business strategies of the companies today. To

relate this to green marketing; it is easier and cheaper to simply appear to be green,

rather than actually putting in the effort to being green. This is all to gain profits, now, or

in a year, rather than maintain loyalty and profits for a lasting success.

Greenwashing may come upon a green producer unintentionally. One such example is

in France where a 2013 study of 300 wines unearthed that over 90% of 2008/9

Bordeaux wines contained traces of vine treatment chemicals. This included green

wines, though winemakers insisted no chemicals were used to production the wine. The

found chemicals were a result of pesticide cross contamination of viniculture between

many different vineyards. The non-green vineyards had contaminated the vines of the

green vineyards (Sciolino, 2015). By definition this wine cannot be classed as green

wine, the contamination was unbeknown to the producer and it was still marketed as

green wine.

The issue of vineyard cross contamination is not an isolated issue and winemakers are

aware of its affects. Wine makers in Burgundy were under threat from the government

for not using pesticides to prevent the spread of disease, even though their vines were

not infected. A similar instance in Italy, where one winemaker diversified his crop,

changing the inspector’s definition of agriculture from a vineyard and therefore its

regulation. However, this leads to the producer being stripped of its DOCG

31

classifications, as they were no longer producing wine. “For them, I guess I’m making

an undefined liquid — not wine”, said they wine maker. Both however maintained

themselves as green producers (The New York Times, 2014).

If you are simply a company at the start of the challenge of becoming more sustainable,

can you call your products green? The same applies for a company that is almost 100%

green, can they call their products green? This grey area is what may encourage more

companies to market green products, when in fact they are not, this being a result of the

lack of definition and policing (Frederking, 2011). One such example in France, where

there is no such definition, nor regulation to what is considered as ‘pure’ or ‘natural’

wine. In addition, the European Union defines organic wine as being produced from

organically grown grapes but can still be chemically manipulated during the winemaking

process (Sciolino, 2015). However, each country regards organic under their different

criteria (Schäufele and Hamm, 2017). Certification is also a costly investment, without

clear regulations or guidelines contributing to a negative perspective. For that reason

some “smaller producers choose to walk the walk without paying to tell people about it”

(Cushing and Ross, 2017).

The cost of becoming certified is possibly motivation for some companies to ‘self

proclaim’ their products as green. Self proclaimed eco-certifications and government set

standards lack synergy within the marketing of the ‘eco-brand’. As of 2013, South Africa

had no organic certifying body, however organic labelled wine still was found on the

market (Hamann et al., 2017). The clash of logos between self proclaimed certifiers and

government standards creates confusion for the consumer (Heyns, Herbst and Bruwer,

2014). The eco certification of products as a whole requires more to be treated in a

32

similar way to a large corporation creating a brand. This includes localised logos, across

the board standards and criteria to ensure brand synergy throughout the certification

body.

Previous studies suggest that corporate and brand trust has a great influence over a

consumer’s purchasing behaviour (Bonn et al 2016). Martin and Schouten (2011),

indicate that consumers “who have strong connections with a brand tend to understand

and share the brand’s story with others”. Creating, a green brand, requires consumers

to share their beliefs with you and trust that, as a producer, you share the same values

in your products as they do (Bonn, Cronin and Cho, 2016) (Pugh and Fletcher, 2002).

Consumers are loyal to the producer themselves, rather than the sustainable

techniques that are practiced in the production of their wine. Nevertheless, brand

loyalty, as we know it, possibly may be changing. The idea of today’s Millennials is that

of change and innovation. Loyalty just does not do it, ‘remaining the same’ (Kusek,

2016) cannot be interrelated to innovation and change. This could be linked back to the

lack of descriptive information available to a consumer when purchasing wine. This

encourages the consumer to continue with a known producer, even though there could

be a better ethical match for them on the market. This is because a producer relies

greatly on the product recognition of a consumer during the purchase decision (Santos

and Ribeiro, 2012). However, “brand switching is no longer the failure of a brand to

perform but rather its inability to seem like an entirely new and interesting option at

every single purchase cycle” (Kusek, 2016). Sceptics perceive the green market

attraction not as innovative and different but simply as a trend. This is a market in which

it will be difficult to pull the masses away from the more traditional selling points of price,

33

quality and performance (Heyns, Herbst and Bruwer, 2014). A lifestyle that is short-lived

and, like any trend, will soon be disregarded. For this reason, it is not being taken

seriously. Neglected regulation, policing and the absence of punishment for a

producer’s lack of responsibility in their actions is how governments react to a trend that

soon will not be considered in business.

A fundamental problem when purchasing wine is the label. Wine is renowned to be

difficult to understand and adding the variety of green initiatives on top of that, certainly

does not make it easy on the consumer’s purchase decision (Jane Anson, 2017). The

labelling certainly does not help the everyday consumer with limited knowledge of wine.

You really have to have a good knowledge to understand the very basics of what a wine

label is trying to tell you. Laeng et al (2016) support the idea that consumers that hold

less experience with wine respond better to visual cues rather than verbal cues on wine

labels. The simplest decision-maker for a consumer is the fact that they prefer one label

to another. With the latter in mind it could be insinuated that wine makers adjust the way

in which they market their bottles by making the appearance more visually pleasing.

Rather than a short sentence on the back label stating that a wine is sustainable, they

put a simplistic, tasteful, clear sustainability logo on the front label. A study performed

by Laeng (2016) used technology to track a consumer’s eyes over a selection of wines.

It suggests a wine label is designed to communicate purchase factor variables to a

consumer, which will then influence if they will purchase the bottle or not. It has been

found that some companies engage in ‘greenmuting’; they purposely moderate their

environmental and social initiatives. Publicising their sustainable efforts may bring

unwanted attention and greenwash marketing scrutiny (Martin and Schouten, 2011).

34

Research certainly points in the direction that wineries do not do enough off the shelf

marketing to help the consumer better understand the processes of making their

product, and that this is possibly intentional. “21% of consumers say they would actively

choose brands that made their sustainability credentials clearer on their packaging or in

marketing” (Peter Fader, 2017). Consumers without prior knowledge of a producer or

educated in wine would to some extent have the best advantage when selecting their

wine. Might the producer want to narrow their market and create a perception of scarcity

and rarity? It is quite clear that some wineries actively do not display their exact alcohol

levels in fear that this will affect the consumer’s perception in regards to the balance of

their wines (Andrew Jefford, 2017). This raises the question: is it time for the classic

wine label to be reinvented and/or can there be an identification system adopted to

distinguish between the levels of sustainability (Carter 2011)? Additionally, companies

take on a celebrity endorsement to further their marketing strategy through the

popularity of the celebrity’s personal brand in either a positive or negative media

exposure (Decanter, 2016). This could potentially be used to drive sustainability by

selecting a celebrity with similar views to endorse the sustainable products (Martin and

Schouten, 2011) such as Beyondmeat, a Los Angeles-based producer of plant-based

meat substitute and Leonardo DiCaprio, the Hollywood movie star.

Green wines are widely considered to be unstable and because of this perception,

widely unpopular too. This comes to such an extent that Palling (2014) names

restaurants and suggests avoiding them, simply because they serve them. “Over one

third of the organic bottles opened were unstable and past their best” said Francis

Krone, certified sommelier. The absence of potassium metabisulphite or other forms of

sulphur dioxide, as an aging stabiliser or antibacterial results in each of the bottles being

35

unpredictable. “Without adequate preservatives - around 30 parts per million - wine

becomes highly unstable” (Palling, 2014). It could be considered unfair to charge a

consumer for a bottle of wine that has the potential of roughly being 33% undrinkable.

Some might highlight, that green wine’s instability is all part and parcel of its essence. It

should be embraced for its purity and added difficulty during production. The additional

care that is required to age and store, and yet still has the potential of not being

drinkable, all adds to its mystery. Kevin Philips (Morganstern, 2013) of Bechthold

vineyards suggests in an interview that organic farming is 20% more costly compared

with that of conventional farming methods. This includes factors such as relying on

rainfall and irrigation (that is not heavy); the use of insect predators to consumer

unwanted crop pests, natural insecticides and fertilizers; non-animal product finning

practices; the use of horses instead of tractors; and the use of gravitational transfer from

tank to tank rather than mechanical pumps as used at Waterkloof wines. Efficiency can

sometimes be considered a shortcut. Producers have become so efficient, production

overall is much easier with the use of chemicals and mechanisation (Chris Mercer,

2017) in vineyards and cellars. However, it may come at a cost, not directly financial but

environmentally damaging (Gomiero, 2013) (Esty and Winston, 2006). Somewhere

down the line, it can be argued; this could be financially costly as well. This paper will

add additional research and understanding to whether consumers are willing to pay

more for a sustainable, environmentally conscientious, biodynamic wine.

36

Methodology

Research Data Collection Design

The objective of research in this study is to deliver the link between the primary and

secondary data, resulting in as decisive and clear results as possible to answer the

research questioning. Reviewed theories and practices alongside newly constructed

ideas, providing the reader with reinforced evidence of the subject to make an informed

conclusion whether consumers are willing to pay more for green wine. The author has

taken an inductive approach to research in developing new theories of results, providing

additional literature and acknowledging the potential for future study and further analysis

on the subject. The quantitative comparison between primary and secondary research

data, combined with qualitative consumer demographic and ethnographic factors

provide an applied analytical approach to attitudinal behavioural data collection. This is

a focused statistical approach to data analysis and gathered results, where possible,

creating an analogical comparison to prior research literature papers and surveys.

Forming an empirical based study in support of the quantitative research in addition to

the abductive reasoning (Winch et al.).

As the extent of wine industry in South Africa is extremely large, it would be impossible

to address each member of the wine industry and consumer population. Therefore 3

questionnaires shall be designed to target specific clusters of the population according

to defined rules. The sample size of each questionnaire cluster at this stage is unknown

as participation is completely optional. Once the samples are collected the data can

then be further broken down into smaller sample units such as sex, age and

consumption (MTH 417 : Sampling Theory, no date). The use of the ‘Sampling Theory’

37

agrees with research and development to go ahead in cases of; limited time, limited

funding, extremely large research populations, constantly changing or destructive

research populations that in the case of undertaking the general research population as

a whole, would not be feasible (Imdadullah, 2015).

The use of direct, face to face interaction between researcher and participants is an

important factor in relation to shared empathy when collecting research data. It is quite

difficult to share any sort of empathy between individuals without a direct interface.

Building this small relationship creates a bond between individuals and allows each to

empathise with the other. In 1974, Stanley Milgram ran an experiment that became

known as the Milgram experiment. It is famously one of the highly recognised practices

of psychology research from Yale University. Milgram wanted to see how people

responded to authority and what drove individuals to perform unjust actions such as the

holocaust. The basis of the experiment was observing the extent of which a participant

was willing to electrocute an individual when answering inaccurately during a series of

questions. While being encouraged by what they, the participant, alleged as a legitimate

authority figure. The participant was not aware that the volunteer was not actually being

electrocuted. The experiment began where the participant could see and hear the

supposed victim, then only hear the person and finally neither see nor hear them. It was

found that participants were willing to be encouraged by the authority figure even

though causing discomfort. The participant was able to increase the voltage while they

could not see, but only hear the theoretical victim. When the volunteer was neither

visible nor audible to the participant, was able to push it even further, seriously injuring

or even causing death to the volunteer. Without direct human interaction it is more

challenging to empathise with each other, as many of our human emotions are

38

expressed visually towards each other. The Milgram experiment would support a one to

one research approach for this study, as this would probably provide the most reliable

results due to both the researcher and the participant being able to better empathise

and in turn understand each other better (McLeod, 2007).

A statistical based quantitative approach would better suit this study as it aims to draw

numerical statistical analysis of data harvested from consumers to determine their

acceptance to pay more for green wine. However, the study should also draw inference

to wine producer’s and consumer’s sustainable views, which would additionally require

a qualitative approach to data collection. The latter provides the importance of linking

conclusions to different types of collections methodologies, known as triangulation.

Triangulation

An emphasis on triangulation will be made in this research paper to better support a

view or theory. Secondary research will be reinforced or annihilated by a backing of field

gathered primary data and supporting figures and tables.

Probable Collection Methods

Interviews – Face to face interviews with possible participants.

Advantages – It is better to meet with possible participants in person as this encourages

a better built relationship and the chance of the participant to answer the researcher’s

questions more accurately and truthfully. Additionally, because of the better built

phenomenologist relationship, the participant would be more likely to answer anymore

additional follow up questions the researcher might have over the phone or from a

distance.

39

Disadvantages – To arrange an interview to meet a possible participant requires, firstly,

finding their contact details, secondly setting up a scheduled meeting, finally they have

to respond and agree to meet with you. It is difficult for working individuals to make time

to attend a research interview as they might not place the importance of the interview

highly enough to benefit their organisation.

Phone Interviews – Similar to the above, however conducted over the phone.

Advantages – The ability to reach participants that are on the other side of the country,

without having to travel to them. As a result saving travel costs and time.

Disadvantages – As the participant and the researcher are not visually accessible to

each other it is extremely impersonal. Dependant on time and distance of the phone call

this can also be quite costly to the researcher.

Visual Experience – Visiting the vineyards and retail outlets in person to actively see

the growing production and sales techniques used across the wine industry in South

Africa.

Advantages – This is beneficial as it allows the researcher to better experience and

understand all the processes used to cultivate a grape harvest, produce the wine, store

the finished wine and transport the wine to points of sale. Finally, experiencing the

marketing and sales techniques used to communicate the product to the consumer.

Disadvantages – Visiting producers and retails requires extensive travelling. This

requires a substantial budget, something the research might not be able to support.

40

Wine Tasting Festivals – Producers promote many of their wines at social events and

gatherings where it enables them to chat to potential consumers and enables the

consumer to experience what they produce.

Advantages – Meeting the producer allows the researcher to judge whether the

portrayed practices are really represented by the producer. Should a wine label promote

sustainability but, the producer will not speak highly of their own actual practices this

signifies the reality of the culture within the organisation.

Disadvantages – To a certain extent, social desirability bias can play a part when

experiencing wine in this way. The emotional connection made with a first hand

relationship with the vineyard or producer could influence the bias toward that particular

producer. This is an advantage for a producer to meet consumers face to face and

create this sort of bond could, as a researcher, it could taint the objective position of the

research and create a disadvantage.

Sales Feedback Form – Request feedback from consumers at retail outlets via a

physical form presented at the point of sale.

Advantages – Direct access to the wine industry consumer, with little chance of

participant contamination, ensuring participants are actually the consumers of wine and

not just taking part.

Disadvantages – The difficulty of getting retail outlets to agree to allow the researcher to

have the forms presented at their point of sales would be far beyond that of the time

frame allocated for this study.

41

Questionnaires – A form with a set of questions designed to harvest data from the

participant. It is commonly performed in direct interaction between the researcher and

the participant.

Advantages – Enables the researcher to select the ideal participants, reducing the

chances of data contaminations through none-wine consuming participants.

Additionally, this provides the participant with the opportunity to ask questions related to

the questionnaire directly to the researcher.

Disadvantages – Requires interrupting the participant’s time resulting in possible

reduced acceptance to take part. Additionally, printing the questionnaires for each

participant, contradicts the research sustainability subject.

Online Digital Questionnaires – Similar as above however, based, edited, stored and

accessed online via an Internet link provided by the researcher.

Advantages – As the questionnaire is accessible online this allows the researcher to

reach a wider participant audience. This is done via email or social media providing the

participant an Internet link to lead them to the questionnaire.

Disadvantages – Reaching such a large audience could potentially over run the

research with too much data. Due to time constraints it might not be possible to analyse

all the collected data.

Selected Method – The practicality of an online-based questionnaire is the most suitable

option for this study due to the limited time frame for data collection. Additionally, the

lack of funding there after, drives the online-based questionnaire, as the most suitable

option. This form of research will enable the researcher to create, store and select

42

proposed participants to take part in the questionnaire via email or social media across

the country. It is possible to access the questionnaire from anywhere as long as there is

an internet connection available. This further includes access via an electronic device

with an internet connection and approaching possible participants and requesting

participation.

Primary Data

A number of statistical comparisons of consumers and producers alike are required to

answer the research questioning. This is established in the table below;

Data Type Required Location Data Collection

Technique Positives Negatives

Financial ratios of consumer purchase

willingness Retail Outlet Sale statistic

observation Direct consumer data Permissions to

acquire and time constraint

Beverage Distributor

Sale statistic observation

Retail and restaurant trends statistics

Permissions to acquire and time

constraint

Vineyard / Winery Survey / interview Visible starting price

comparison Influenced data by

producer

Restaurant / Hotel

Survey / questionnaire / stats Comparison to retail Influenced by

consumer ego

Wine clubs /

Wine industry professionals

Survey / interview Future trends Influenced by wine culture

Consumers Survey / questionnaire Direct consumer data Pressure influenced

data

Data Type Required Location Data Collection

Technique Positives Negatives

Environmental understanding &

concerns

Vineyard / Winery

Survey / questionnaire

Direct info into viniculture practices

Favourable to own brand

Beverage Distributor

Survey / questionnaire Direct contact

Permissions to acquire and time

constraint

Retail Outlet Survey / questionnaire Direct contact

Permissions to acquire and time

constraint

Restaurant / Hotel

Survey / questionnaire Direct contact Response time

Consumers Survey / questionnaire

Direct views of the consumer

Accuracy, personal views

Wine Clubs / Wine industry professionals

Survey / questionnaire /

interview Market understanding Accuracy, time

constraint, availability

Non-consumers Survey / questionnaire Public knowledge Industry knowledge

and time constraint

43

Data Type Required Location Data Collection

Technique Positives Negatives

Green marketing techniques

Vineyard / Winery

Survey / questionnaire

Direct info into primary marketing

Favourable to own brand

Beverage Distributor

Survey / questionnaire Direct contact Response time

Retail Outlet Survey / questionnaire Direct contact

Permissions to acquire and time

constraint

Consumers Survey /

questionnaire / purchase observation

Direct influencer to the consumer

Accuracy, personal views

Wine Clubs / Wine industry professionals

Survey / questionnaire /

interview Market trends Accuracy, time

constraint, availability

Foreseen Limitations and Advantages

Collecting primary data will undoubtedly encounter weaknesses, as it requires direct

exchange between the researcher and the data source.

The major constraints anticipated are;

Time constraints -The preparation of questionnaires and interviews are time consuming.

Additionally, once the data collection method has been sent out, the response time from

the participants is unknown, should they even choose to respond. Once all the data is

collected it needs to be broken down into usable information related to the research

questioning.

Accessibility of participants - Participants have their own personal and work schedules.

Timeous contribution of the participants cannot be guaranteed.

Number of participants - The number of participants involved in this study is quite

limited. This may not provide a reliable countrywide representation of the research topic.

44

Confidentiality and permissions - participants may be reluctant to provide some of the

information needed in this study. The information may be viewed as their company’s

secrets to success. They might therefore be unwilling to release this information to

become public knowledge.

Brand bias - Participant loyalty towards a brand that they are either employed by or

prefer could taint the collected data.

Provincial tends – South Africa is a vast country, trends may differ from province to

province.

Social desirability bias – Participants naturally want to be perceived as positively as

possible, therefore may select answers that may not necessarily be truthful but portrays

their actions and beliefs in a better and positive light (Berghoef and Dodds, 2013).

Contamination – Data contamination could possibly occur from unmotivated participants

or incorporating the wrong category/industry of participants.

Culturally diversity – South Africa has a number of culturally diverse ethnicities (5) and

languages (12). The nonmaterial characteristics of culture include mental limitations

such as knowledge, beliefs and values, which could affect the accuracy of results.

Quantitative Data

Quantitative data will be the main collecting category relating to the questionnaires and

surveys focused on the consumer, producer and retail outlets. The type of data is well

structured and measurable, explained in numerical data and is beneficial as it is

accurate and can create direct contrast in comparison between itself and secondary

45

data. In addition it formulates facts and uncovers patterns in research, to establish

constant trends of supporting or contradicting elements (Susan E. Wyse, 2011).

Qualitative Data

Qualitative research, according to Moch and Gates (1999), is the observational

experience of a researcher. As we are all individual and gauge world situations

differently it is important to note that experiences can be perceived differently from

person to person; “experiences are varied and specific to whoever lives them” (Daher et

al., 2017). Qualitative data would be an advantageous technique, as it enables the

assembly of various people’s options and feelings towards the research subject. The

collected data is less numerically tangible than quantitative data, however, it collects a

more holistic approach towards a subject.

Collecting this type of data requires living experience from the research environment

and therefore would be beneficial to schedule observational visits to vineyards and

wineries. Possibly volunteering to take part in day-to-day operations of the facility to

grasp and experience the culture within the production of that particular wine. This

would gather information about the different sustainable practices between viniculture

properties to assist the researcher with a better understanding of technique advantages

and disadvantages.

A possible method to collecting this sort of data would be on a table-rating interface.

Firstly, selecting a number of sustainable practices and then rating the property on how

efficiently they performed at each in regards to the goal of producing green wine.

46

Ethical Factions

Ethics is an important aspect to consider when performing research. It is important to

cogitate the effects of the research on the participants, the society and the researchers.

A utilitarian theory approach might argue that as long as the research is beneficial to

society then the participants may undergo some discomfort, ‘for the greater good’ some

might call it. This is in comparison with the principle of rights, where it takes into

consideration the right of each individual and the society as a whole to understand the

implications and consequences of the actions of performed research.

Using the principles of The Nuremberg code (appendix A), this study shall abide by its

moral values. Organisations and individuals will be prompted by a compulsory informed

consent question with access to all terms and conditions (T&Cs), visible as appendix B,

to agree to before participating. Until this is agreed the participant cannot move on to

the questionnaire.

Consent - the participants in this study have the choice whether or not to take part in the

study. It is important that the participants completely acknowledge the purpose and

methods to be utilised during the study and the researcher receives informed consent

(Weathington, Cunningham and Pittenger, 2012). This is achieved by making the T&Cs

available for the participants to view as well as the researcher’s contact email to ask any

questions they might have before taking part.

Plagiarism - It is vital for the researcher to declare any primary or secondary data

collected via the use of another researcher. In this study all material used from other

researcher’s literature is declared or cited.

47

Objectivity -The researcher shall remain neutral to the field of study and shall not pass

judgement or bias towards any data collect or theory obtained. This shall be performed

in this study by triangulating the research, gathering counter views of each perspective.

Confidentiality - It is important that any data provided in confidence is respected. Only

necessary data is analysed and presented in the final report. All data will be collected

and stored anonymously on a secure online server. No participant personal details or

contacts shall be collected and it will not be possible for anyone to identify or contact

any participant during or after the study.

Cultural diversity - It is important to consider the participant’s cultural beliefs, language

and ethnic values before implicating their participation. Providing informed consent and

contact details to the researcher allows for any prior questioning by the participant.

Failure to do so could result in the participant possibly defying a personal moral belief.

Transparency and openness - complete radical transparency sharing the data, tools,

methods and results as a researcher helps for a further advance of knowledge in the

subject. However, this study respects and protects each participant’s privacy by being

completely anonymous.

Human and animal rights - as a researcher it is important to care for both the rights of

animal and humans within the field of your study. No animals will be involved in the

direct field of research and therefor will not come to any harm at any point of this study.

Legality - The researcher must keep in mind all the laws that govern and regulate the

field of study. Legality is maintained by the researcher in this study by performing further

oenology training and education alongside this study.

48

General Data Collection

Prior to any research, data material is distributed, with adequate notice, to a number of

producers, retail stores, wine clubs and industry professionals shall be approached to

agree on research participation and informed consent either verbal or written. This

allows the possible participant to better understand the research subject without being

suddenly surprised and pressured to return research material. This method further

allows the subjects to ask in detail a number of questions relating to the performed

research, that might cause them any reluctance to participate in the study. The possible

participants shall be sought out via the Internet, social media, activity groups and

personal exposure.

Questionnaires - As time is of the essence, the design and development of

questionnaires shall be done using an online platform called Typeform. Online

questionnaires outweigh more conventional methods (Hague, 2002). This allows the

questionnaires to be saved and updated easily. Additionally, the distribution of the

questionnaire can be done electronically via email, social media or on a handheld

device, as well as printed to assist with manual data collection if needs be. The

questionnaires shall be focused on all subject categories. Participants shall be

approached outside stores, on social media, through email and face-to-face. This

method of design and distribution is preferred as it is timesaving and simple to create.

Also, it is easily replicated for distribution and quick to reach the subject participants,

and is similarly easily returned by the participants, in fact, automatic via the platform.

This is beneficial as the online platform collects and stores all the data from each

participant. This data can then be further broken down to create comparisons for

analysis.

49

Interviews - These are to be specifically tailored to participants from each of the

following categories; industry professionals, producers, retailers and consumers. More

than one participant would be desired to gather more accurate data. However, this

might not be feasible due to time constraints and volunteered participation. These are

either to be conducted face to face or over the phone, with responses being

documented.

General Data Collection Schedule

Questionnaire Type FEBRUARY

Week 1 Week 2 Week 3 Week 4 Consumer Social Media Consumer Email Consumer Face to face Retail Email Retail Face to face Industry Pro. Email Industry Pro. Face to face

Questionnaires shall go live over the month of February, with social media posts being

reposted each week to increase visibility. Questionnaires sent via email to retail outlets

and industry professionals shall be sent out throughout the month. I anticipate a larger

participation by consumers than industry professionals and outlet / retail stores. As a

result, I shall use a couple of industry social networking influencers to help share my

questionnaires further into the professional industry. The final week of February, face to

face data collection shall be performed should there not be sufficient participation on the

online platform.

50

Proposed Research Schedule Gantt Chart

51

Collected Data Analysis and Findings

Questionnaire Breakdown

Consumer Questionnaire - a total of 57 responses, a total competition rate of 52% and

an average completion time of 5 minutes 59 seconds.

Consumer Device Completion Rates

The response quantity was good considering the limited amount of collection time

allocated, however for better accuracy a larger number of participants would have been

desired. Additionally, considering the data collected was almost half of what potentially

could have been collected, as only 52% of the participants took part in the questionnaire

after visiting the link.

48% 52%

Consumer Completion Rate

Completed Incompleted

52

This could be due to the length of time it might have taken to complete the

questionnaire. 5 minutes 59 seconds was a minute greater than I had anticipated and

tested. However, there was no visible display to the participants to determine the length

of time it might take. The only indication was displayed during the request to the

participant and it clearer stipulated roughly 5 minutes to complete.

We see a larger population of female consumers compared with male, most consumers

with an age majority between 25-35 years old. 72% of consumers felt that, in general

organic is better and 18% stated that they did recycle. 49% of consumers actively tried

to recycle, the majority being between the ages of 25-35 years old.

Ages of Recycling Consumers

18 - 25yrs Yes, always 0% I try to 67% No, I don’t 33% 25 - 35yrs Yes, always 15% I try to 54% No, I don’t 31% 35 - 45yrs Yes, always 12% I try to 47% No, I don’t 41% 45 - 60yrs Yes, always 33% I try to 33% No, I don’t 33% 60 - 80yrs Yes, always 50% I try to 50% No, I don’t 0% Overall Yes, always 18% I try to 49% No, I don’t 33%

53

45-60 and 18-25 year olds were mostly likely to attempt to eat sustainable, organic,

locally sourced products. Most consumers expressed that wine labels were not difficult

to understand. 52% of consumers are likely to consume up to 10 bottles a month, with a

12% actively seeking out green wines. This is quite realistic as the majority of the

consumer’s spend per bottle was under 100 ZAR.

Consumer Spend Per Bottle

56% of the consumers had not heard of eco-friendly, green wine before. However, a

staggering 91% felt the production of green wine is more challenging and the bulk of

consumers expressed that they could not tell whether or not a wine was produced in a

green manner. Overall, quality then price were the main influencers to consumers when

purchasing wine. When asked what marketing they were most drawn to, 44% said they

were attracted to a wine’s label design, followed by packaging design.

54

Consumer Marketing Attraction

Due to a perception of 63% that boxed wine is of poor quality, only 26% of consumers

would purchase boxed wine and only 19% recognising boxed wine to be less harmful to

the environment. Finally, only 21% of consumers agree to the statement that; ‘Should

green wine carry a premium?’

Industry Professional Questionnaire – a total of 32 responses, a completion rate of 53%

and an average completion time of 8 minutes 1 second.

Industry Professional Device Completion Rates

55

This is another decent response, considering the collection time, however more

participants would be desired for better accuracy of the results. Again, we see that just

under half of the visits did not take part in the questionnaire.

Just over 8 minutes as an average completion time is a lot higher than anticipated. This

could be possibly due to the tester’s knowledge of upcoming questions during time

management testing. Participants were not aware of upcoming questions and took more

time per question to contemplate their answers.

In complete contrast to the consumers, we realise the research showed a higher

population of males compared to females are industry professionals. The majority age,

a decade greater, between 35-45 years old. 56% of industry professionals felt that, in

general, organic produce is better, with 47% actively trying to recycle and the majority

attempting to eat sustainable, organic, locally sourced produce. In variance to the

consumers, the majority of industry professionals stated that consumers have little

understanding of wine labels. A whopping 81% of industry professionals are likely to

consume up to 10 bottles in a month, with a total of only 9% actively seeking out green

wine.

48%

52%

Industry Professional Completion Rate

Completed Incompleted

56

Out of 5 Bottles You Purchase, How Many Would You Actively Seek out As Green Wine?

There was a majority spend of 200 ZAR per bottle, more than double that of a

consumer. Green wine was clearly felt to be a greater production challenge by industry

professionals with 84% in agreement. 28% further felt that green wine was of poor

quality. A mammoth 94% felt that consumers do not understand what green wine is.

Do Consumers Fully Understand What Green Wine Is?

65% felt that there is no link between the addition of CO2 and the organic criteria of

wine making and production.

Is The Use of CO2 Equal To That of SO2 in Organic Production?

57

Purchase influencers of industry professionals exhibited that 47% were focussed on the

wine’s quality, followed by 31% influenced by the grape variety and price being the least

significant influencer. However, industry professionals were most drawn to label design

marketing. A small 16% of industry professionals’ purchase boxed wine, this is due to

their perception of it being of poor quality. A surprising 50% state that green

certifications are reliable and 73% feel it is unjust for certification bodies to charge high

prices to be a part of the movement. Lastly 26% of Industry professionals agree that

green wine should carry a premium in pricing.

Retailer / Outlet Questionnaire - a total of 4 responses, a competition rate of 44% and

an average completion time of 5 minutes 57 second. This questionnaire received poor

participation results. Ultimately, as previously identified, due to each individual’s

reluctance to represent an organisation at which they are employed, even though the

participation is completely anonymous. Additionally, the completion time was yet again

slightly higher than expected.

As retailers are not individuals, a comparison of age and sex was not feasible. However,

50% of retailers do recycle and feel organic in general is better. 75% stated that they

have knowledge of green wine and 100% agreeing that it is more challenging to

produce it. 50% of retailers stated that they could not tell whether or not a wine was

green, 25% stated it was of good quality and an equal amount felt it was of poor quality.

58

Retailer Perception of Green Wine

A 75% poor perception of boxed wine is most certainly the reason only 15% of retailers

stock boxed wine. 50% of retailers stated that consumers are mostly influenced by

quality, price and whether wine is bottled or not. Additionally, 50% of retailers felt the

sales and promotions were the most effective marketing techniques. Half of retailers felt

that wine labels were difficult to understand. 75% of retailers agree that the majority of

their consumers were between the age of 35-45 years, with an even split between 25-

35 and 45-60 being the age group most concerned with sustainability. The majority

spend per bottle by consumers was 300 ZAR according to retailers. 75% disagree to

green wine carrying a premium.

Should Green Wine Carry a Premium?

59

Analysis and Comparison

Sex ratio comparison – The consumer population is mainly made up by females. This is

in full contrast to industry professional population that holds a male majority. As this

figure may reflect the current trend in the society, currently the trend of female industry

professionals is changing. There is more acceptance and encouragement for females to

be involved and succeed in the industry, possibly to the extent where it might border on

being too much in the views of Denig (Denig, 2016).

Perhaps it is influenced by the female industry professionals not wanting to be

compared to the male industry professionals, but rather be placed alongside them, as

one and the same. The value of recognition and achievement for either sex should

result in equal credits and not, due to the past discrimination, result in achievement

values being exaggerated in favour of one side as this devalues the achievement

(Sussman, 2015).

Male 72%

Female 28%

Industry Professional Sex Ratio

60

Results from this study show that 81% of the general consumers are female, which is in

line with the industry trend perceptions of consumer ratios (Hunt, 2014). Though it could

be speculated with the use of a much larger study population, that the differentiation

would level out (Thach, 2012).

Age ratio comparison – The consumer age ratio is clearly a decade younger than the

industry professional. Both however are consumers of wine but the populations are

separated for this study’s purposes.

Male 29%

Female 71%

Consumer Sex Ratio

5%

46% 30%

16%

3%

Consumer Age Ratio

18 - 25yrs 25 - 35yrs 35 - 45yrs 45 - 60yrs 60 - 80yrs

61

Oenology is certainly not an easy task to undertake. As wine contains alcohol it would

be a valid assumption that most individuals who choose to take on oenology as a

subject are above the age of 18. These time restrictions certainly limit the amount of

industry professionals under the age of 30.

Production difficulty to price perception comparison – It is evident that each of the

populations of study; consumers, retailers and industry professionals all agreed on

green wine production being more of a challenge.

Industry Professional Perception

0%

28%

47%

19%

6%

Industry Professional Age Ratio

18 - 25yrs 25 - 35yrs 35 - 45yrs 45 - 60yrs 60 - 80yrs

Yes 84%

No 16%

Is Green Wine Production More Challenging?

62

In addition, all categories also agree that green wine should not carry a premium of

price. A total ratio of 43% to 57%. This is an extraordinary result as it was identified that

green wine is more of a challenge to produce. It would be expected, that the price would

reflect that of the difficulty of production.

Spend per bottle – industry professionals are more likely to spend more per bottle than

that of consumers.

Yes 43%

No 57%

Should Green Wine Carry a Primium?

2 0 0 1

13 10

2 0

13

3 1 0 5 2 1 1 1 1 0 0

34

16

4 2 0

5

10

15

20

25

30

35

40

<R

10

0

R2

00

R3

00

R5

00

<R

10

0

R2

00

R3

00

R5

00

<R

10

0

R2

00

R3

00

R5

00

<R

10

0

R2

00

R3

00

R5

00

<R

10

0

R2

00

R3

00

R5

00

<R

10

0

R2

00

R3

00

R5

00

18 - 25yrs 25 - 35yrs 35 - 45yrs 45 - 60yrs 60 - 80yrs Overall

Consumer Spend Per Bottle

63

This possibly could be related to the general understanding of what is being purchased.

Industry professionals spend more as they know what they like and they know how and

where to identify that on a bottle.

A consumer has less understanding of identifying their preference and therefore would

rather not gamble and risk not liking a higher priced bottle.

Industry Professional Perception

0

2

4

6

8

10

12

14

16

<R

10

0

R2

00

R3

00

R5

00

<R

10

0

R2

00

R3

00

R5

00

<R

10

0

R2

00

R3

00

R5

00

<R

10

0

R2

00

R3

00

R5

00

<R

10

0

R2

00

R3

00

R5

00

25 - 35yrs 35 - 45yrs 45 - 60yrs 60 - 80yrs Overall

Industry Pro Spend Per Bottle

Yes 45%

No 55%

Do Consumers Understand Wine Labels?

64

Industry Professional Perception

Sustainable motivation – it is quite clear that consumers and industry professional do

have a general concern for the environment and sustainability. However, the

environment is not necessarily the motivation for their purchase decision. If the

environment were truly the consumers’ objective then would they not practice their

belief with recycling and eating sustainably too to a greater extent? This sways the

thought that the consumer’s purchase decisions are made selfishly with their own health

benefit in mind. If it were a selfless decision, consumers would also actively make more

effort across the board.

0%

20%

40%

60%

80%

100%

120%

Yes No Yes No Yes No Yes No Yes No

25 - 35yrs 35 - 45yrs 45 - 60yrs 60 - 80yrs Overall

Does the Average Consumer Understand What Green

Wine is?

65

Inference and Resulting Conclusions

High Level Research Question

- To what extent are South African consumers willing to pay more for green wines?

In relation to the high-level research question, it is evident that there is a great

reluctance from all categories of consumers, industry professionals and retailers in the

South African wine industry. To the extent that figures of 74% of consumers are not

willing to pay more for green wine. This numeral comes into light, even though 95% of

combined participants agree that it is significantly more challenging to produce green

wine. Additionally, the general perception of organically produced, green wine to be of

poor quality, as highlighted by Mann, Ferjani and Reissig (2012) might also have

influence over the consumer. After all, why would you pay more for lower quality? It is

quite clear that unlike what Brown (2015) would like, South African consumers simply

do not consider the additional costs linked to a green product.

Specific Research Questions

- What are the environmental concerns of the consumer when purchasing wine?

It came as a surprise that the most common mentioned environmental concern of South

African wine consumers was; ‘none’. These participants expressed that they did not

have a single environmental concern in regards to the wine industry in South Africa.

This result was then followed closely by a concern of water usage (Schäufele and

Hamm, 2017) and widespread pesticide spraying. Cork harvesting and recycling was

the final tail of consumers environmental concern. From an industry where the majority

of the viniculture and winemaking is concentrated in mainly the Cape region, that

66

coincidently is suffering one of the worst droughts to have hit the region. This

subsequently might simulate a result of a more environmentally conscious consumer,

one would think. Carrie Adams (2018), a well respected industry professional and

director of Norman Goodfellows in South Africa debated further in a conversation,

whether the consumer’s purchase choice of green wine is driven by personal health

concerns or the greater good of saving the planet. Recently, the United Kingdom has

enforced a deposit scheme for plastic bottles and cans (Harrabin, 2018). This

encourages the consumer to return the empty plastic bottle and can to receive their

deposit back and in turn reduces the wrongful disposal of the plastic bottles and cans.

This results in efficient recycling and less plastics and metals ending up in landfill. This

might have a positive impact on South African wine consumers and in turn the

environment.

- Do wineries green market efficiently, to convey their environmental viniculture

practices to the consumer?

The marketing communications are a huge challenge, mainly due to the label’s lack of

being easily understood when visually representing the wine, as well as the very limited

understanding of the winemaking processes amongst consumers as previously

identified by Pomarici and Vecchio (2014). In addition, the immensity of different

techniques involved in viniculture and wine making, with the addition of the numerous

different criteria’s and credentials held by governing bodies that govern the industry. All

these aforementioned hurdles exemplify the vast grey areas and lack of clarity to the

consumer with regards to the definition of what the essence of green wine really is

(Schäufele and Hamm, 2017).

67

- Do the environmental values of the winemaker and biodynamic practices influence the

consumer’s purchase behaviour?

Brand loyalty is a large decisive purchase factor to consumers; this however may be

tainted by the lack of consumer understanding. The average wine consumers are

mainly influenced by quality and price. This, together with, brand loyalty might lead to a

narrowed consumer vision in reference to purchase choice and rather than try

something new they stick to what they know, as that is the entirety of what they can

understand. In retrospect, it is difficult to depict the values of the producer through price

alone. It is due to this that a suggested change to how the wine industry, as a whole,

markets wines to the consumer is recommended. At present, it is advertised much like a

members club, for those who understand, great. However, for those who enjoy but don’t

understand, they are left out of a purchase choice that they would have probably

preferred and maybe have even paid more for. It is also quite clear, in the views of

Simon Sinek, that across all industries, companies have over diversified their product.

The results being too much choice, which confuses consumers and makes them more

likely to also diversify their purchase choice.

- What are the marketing communications that are likely to change the consumer’s

purchase behaviour?

Labelling and packaging design play an overwhelmingly influencing role on a

consumer’s purchase behaviour and choice. It is clear that price and quality also play a

major role in the decision of consumer’s. For humans being extremely visually decisive

(Tate, 2015) creatures, it is important to attract the consumer past the initial instincts

and use this behaviour to the marketer’s advantage. It is clear a consumer’s purchase

68

behaviour and decision is in favour of label and package design over price, to an extent.

To reiterate what Trey Busch, owner of Sleight of Hand Cellars said "Most consumers

are guilty of buying wine based on how the label looks" (Grzeskowiak, 2007). This

study’s results are associated with bottles below 200 ZAR. It may then be true to

speculate from this particular study, that should the price exceed 200 ZAR per bottle

then the consumer’s attraction to label and packaging design is lost. This however

would have to be further investigated.

Experienced Limitations

During the course of the data collection, the following limitations were experienced and

should be taken into consideration during data analysis and future research of study;

Data Contamination – Care was taken during the distribution of questionnaires to

ensure the desired participants were approached. Separating the desired participants

into three categories: consumers, retailers and Industry professionals. Further designing

specific questionnaires for each category would ensure that the required separate

comparative data was collected. However, it was not considered that, while trying to

assist, an industry professional participant would share that particular questionnaire on

social media. This positively resulted in increased participation. However, negatively

causing possible cross contamination between the participant categories, by non-

industry professionals and non-South Africans possibly taking part in that particular

questionnaire and diluting and distorting the collected results.

69

Limited Participation – Both the consumers and industry professionals, previously stated

categories; saw good participation in the completion of questionnaires. The retailers

however were not so receptive. A possible reason for the retailers not to be motivated to

take part in the questionnaire is, unlike the other two categories, the retailer represents

an organisation and not themselves individually. This perhaps puts additional pressure

onto the participant to answer the questionnaire in a positive light for the organisation,

even though it is quite clear that all questionnaires are anonymous, but would rather not

take part in the questionnaire.

Informed Consent – After designing an informed consent form to distribute together with

each questionnaire it was learned that it discouraged participation due to the

inconvenience of completing and returning the form. Therefore, the informed consent

was redesigned into the questionnaire as a compulsory question at the opening of the

questionnaire. The participants could not go further without agreeing to the attached link

of informed consent.

Additional Test Question - With concern that many consumers answered inaccurately

‘yes’ to the question; ‘Are wine labels difficult to understand?’ an additional test question

would have been a good addition across all the questionnaires. This proposed question

would follow on after the question; ‘Are wine labels difficult to understand?’ and would

read ‘name the grape variety found in Chablis white wine’. This would encourage the

participant to provide their understanding of an extremely popular wine that is

particularly named after region rather than grape variety on wine label. This would

reinsure the results were more accurate.

70

Suggestions for Further Research

Areas of Study Not Fully Addressed

Marketing communication - this study did not go into considerable depths in relation to

the different styles of marketing communication around the South African wine industry.

Further study may result in a further, more accurate understanding of consumer

purchase behaviours and influencers. As well as, what producers and retailers could do

to improve and increase sales could also have been identified.

Environmental concerns - the range of this study was focused primarily on whether

South African consumers were willing to pay more for green wine. Considerable

attention is required for the environmental concerns of the consumer’s and producer’s of

the South African wine industry.

Consumer purchase choice – the motivation that pushes the consumer purchase

decision could be examined further. Does marketing communication primarily drive the

consumer’s purchase choice, or is it their personal health concerns, the quality or the

bigger picture to saving the planet?

Improve Validity and Reliability

Participation - retailer participation was extremely low. For further study it would be

suggested to provide an incentive for completion. Additionally, to obtain better results

for future study, a larger participant population would be highly recommended.

71

Time constraints – review of allocated time for data collection would further be

recommend for future study. Additional time would improve the possibility of collecting a

larger data pool for improved result accuracy.

Test question - the addition of more strategic questions could result in more accurate

data by determining if the participant answered a particular question truthfully.

Data contamination - ensure to restrict your participant base pool demographically. The

use of technology, such as social media, can increase the collection reach, however it

can also stem far beyond what the lines of study stipulate if not regulated.

Informed consent - electronic consent is far more efficient than using a manual form

requiring a participant signature.

Lack of Resource

Interviews - arranging interviews is exceptionally demanding. It is not that individuals

don’t wish to talk to you, but it is mainly the fact that they are extremely busy. It also

required additional expense to travel to conduct interviews. They can be conducted over

the phone, however this is quite impersonal and less receptive. It was a valued success

however, to approach representatives of winemakers at wine events such as festivals

and expos. This allowed a less structured discussion, but never the less gained

valuable perspectives and views for useful data collection.

Producer visits – visiting vineyards and wineries would benefit the research as direct

qualitative data collected from a researchers’ direct experience could add unbiased

reflection of what practices producers are actively participating in.

72

References

‘A Question From Simon Sinek: Are You Playing a Finite or Infinite Game?’ (2017)

Leading with Trust, 22 October. Available at:

https://leadingwithtrust.com/2017/10/22/are-you-playing-a-finite-or-infinite-game/

(Accessed: 20 March 2018).

Adams, C. (2018) ‘The greater good’. Available at: https://www.ngf.co.za/.

Africa, A. S. (2014) ‘Ama Culture: New Protea Wine “Labels” a Blend of Art and

Heritage’, Art Africa, 29 October. Available at: https://artafricamagazine.org/amaculture-

new-protea-wine-a-blend-of-art-and-heritage/ (Accessed: 12 March 2018).

Air pollution and food production - Air Pollution - Environmental Policy - UNECE (no

date). Available at: https://www.unece.org/environmental-

policy/conventions/envlrtapwelcome/cross-sectoral-linkages/air-pollution-and-food-

production.html (Accessed: 19 March 2018).

Akehurst, G., Afonso, C. and Gonçalves, H. M. (2012) ‘Re-examining green purchase

behaviour and the green consumer profile: new evidences’, Management Decision;

London, 50(5), pp. 972–988. doi: http://dx.doi.org/10.1108/00251741211227726.

Akimoto, H. (2003) ‘Global Air Quality and Pollution’, Science, 302(5651), pp. 1716–

1719. doi: 10.1126/science.1092666.

Andrew Jefford (2017) Alcohol labelling on wine: Taste before looking, says Andrew

Jefford, Decanter. Available at: http://www.decanter.com/wine-news/opinion/jefford-on-

monday/alcohol-labelling-wine-taste-380850/ (Accessed: 5 December 2017).

73

Ann Thrupp et al. (2017) ‘Sustainability Initiatives in the Global Wine Industry’,

December. Available at:

https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&ved=0ahUKEwi

8keHY04nYAhWIPBQKHeCpCp0QFggxMAE&url=http%3A%2F%2Faic.ucdavis.edu%2

Fresearch1%2Fsustainable%2520winegrowing%2520-

%2520global%2520initiatives.ppt&usg=AOvVaw2davyAYedrNAoUdtH_FAfh.

Barber, N. (2010) ‘“Green” wine packaging: targeting environmental consumers’,

International Journal of Wine Business Research; Patrington, 22(4), pp. 423–444. doi:

http://dx.doi.org/10.1108/17511061011092447.

Barber, N. et al. (2012) ‘Measuring psychographics to assess purchase intention and

willingness to pay’, The Journal of Consumer Marketing; Santa Barbara, 29(4), pp. 280–

292. doi: http://dx.doi.org/10.1108/07363761211237353.

Berghoef, N. and Dodds, R. (2013) ‘Determinants of interest in eco-labelling in the

Ontario wine industry’, Journal of Cleaner Production, 52(Supplement C), pp. 263–271.

doi: 10.1016/j.jclepro.2013.02.020.

Berrone, P. et al. (2010) ‘Socioemotional Wealth and Corporate Responses to

Institutional Pressures: Do Family-Controlled Firms Pollute Less?’, Administrative

Science Quarterly, 55(1), pp. 82–113. doi: 10.2189/asqu.2010.55.1.82.

Boela Gerber (no date) PET wine bottles: Plastic is fantastic. Available at:

http://www.conca.co.za/index.php?option=com_content&view=article&id=159:pet-wine-

bottles-plastic-is-fantastic&catid=37:winemaker&Itemid=63 (Accessed: 6 December

2017).

74

Bonn, M. A., Cronin, J. J. and Cho, M. (2016) ‘Do Environmental Sustainable Practices

of Organic Wine Suppliers Affect Consumers’ Behavioral Intentions? The Moderating

Role of Trust’, Cornell Hospitality Quarterly, 57(1), pp. 21–37. doi:

10.1177/1938965515576567.

Boutinot, L. (2018) ‘Outsourced Grapes’.

Brown, J. (2015) ‘Driving sustainable purchasing decisions’, Healthcare Purchasing

News; Northfield, 39(9), pp. 60–61.

Carter, S. (2011) ‘LIGHTS ON FOR FOOD LABELLING SYSTEM Health going green’,

Central Coast Express Advocate; Gosford, N.S.W., 2 December, p. 8.

Chankrajang, T. and Muttarak, R. (2017) ‘Green Returns to Education: Does Schooling

Contribute to Pro-Environmental Behaviours? Evidence from Thailand’, Ecological

Economics, 131(Supplement C), pp. 434–448. doi: 10.1016/j.ecolecon.2016.09.015.

Chkanikova, O. (2016) ‘Sustainable Purchasing in Food Retailing: Interorganizational

Relationship Management to Green Product Supply’, Business Strategy & the

Environment (John Wiley & Sons, Inc), 25(7), pp. 478–494. doi: 10.1002/bse.1877.

Chris Mercer (2017) Robot vineyard worker impresses on first day at Clerc Milon,

Decanter. Available at: http://www.decanter.com/wine-news/clerc-milon-trials-robot-

vineyard-workers-380747/ (Accessed: 4 December 2017).

Christian Eedes (2011) ‘White wine, red wine and green wine | Winemag.co.za | SA

Wine Ratings, News, Opinion & Analysis’, 3 May. Available at:

75

http://winemag.co.za/white-wine-red-wine-and-green-wine/ (Accessed: 13 December

2017).

Conservation Champions | WWF South Africa (no date). Available at:

http://www.wwf.org.za/our_work/projects/conservation_champions.cfm (Accessed: 24

February 2018).

Cushing, B. and Ross, M. (2017) So, What Exactly Is Natural Wine? | Bon Appetit.

Available at: https://www.bonappetit.com/story/what-is-natural-wine (Accessed: 21

February 2018).

Daher, M. et al. (2017) ‘Experience and Meaning in Qualitative Research: A Conceptual

Review and a Methodological Device Proposal’, Forum Qualitative Sozialforschung /

Forum: Qualitative Social Research, 18(3). Available at: http://www.qualitative-

research.net/index.php/fqs/article/view/2696 (Accessed: 11 January 2018).

D’Amico, M., Di Vita, G. and Monaco, L. (2016) ‘Exploring environmental consciousness

and consumer preferences for organic wines without sulfites’, Journal of Cleaner

Production, 120(Supplement C), pp. 64–71. doi: 10.1016/j.jclepro.2016.02.014.

Dean, D., Forbes, S. L. and A. Cohen, D. (2010) ‘Women and wine: Analysis of this

important market segment’.

Decanter (2016) Brad Pitt and Jolie split puts Miraval rosé future in doubt, Decanter.

Available at: http://www.decanter.com/wine-news/brad-pitt-jolie-divorce-miraval-rose-

331432/ (Accessed: 17 January 2018).

76

Denig, V. (2016) ‘Why I Hate Female Sommeliers and So Should You’, VinePair, 28

November. Available at: https://vinepair.com/articles/hate-female-somms/ (Accessed:

10 March 2018).

Elkington, J. (1994) ‘Towards the sustainable corporation: Win-win-win business

strategies for sustainable development’, California Management Review; Berkeley,

36(2), p. 90.

Esty, D. C. and Winston, A. S. (2006) Green to Gold: How Smart Companies Use

Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage.

New Haven, UNITED STATES: Yale University Press. Available at:

http://ebookcentral.proquest.com/lib/cumbria/detail.action?docID=3420338 (Accessed:

22 February 2018).

Figge, F. and Hahn, T. (2004) ‘Sustainable Value Added—measuring corporate

contributions to sustainability beyond eco-efficiency’, Ecological Economics, 48(2), pp.

173–187. doi: 10.1016/j.ecolecon.2003.08.005.

Frederking, L. C. (2011) ‘Getting to Green: Niche-driven or Government-led

Entrepreneurship and Sustainability in the Wine Industry’, New England Journal of

Entrepreneurship; Fairfield, 14(1), pp. 47–60.

Gomiero, T. (2013) ‘Alternative Land Management Strategies and Their Impact on Soil

Conservation’, Agriculture; Basel, 3(3), pp. 464–483. doi:

http://dx.doi.org/10.3390/agriculture3030464.

Green Design | Protea Range | Anthonij Rupert Wyne (no date). Available at:

https://www.rupertwines.com/upcycling.php (Accessed: 12 March 2018).

77

Grzeskowiak, J. (2007) Wine Without the Vineyard, Entrepreneur. Available at:

https://www.entrepreneur.com/article/182960 (Accessed: 18 March 2018).

Hamann, R. et al. (2017) ‘Why Do SMEs Go Green? An Analysis of Wine Firms in

South Africa’, Business & Society, 56(1), pp. 23–56. doi: 10.1177/0007650315575106.

Harrabin, R. (2018) ‘Shoppers to pay plastic bottle deposit’, BBC News, 28 March.

Available at: http://www.bbc.com/news/science-environment-43563164 (Accessed: 29

March 2018).

Heyns, E., Herbst, F. and Bruwer, J. (2014) ‘The relevance and acceptance of green

wines in South Africa: some marketing insights’, Journal of Wine Research, 25(4), pp.

243–264. doi: 10.1080/09571264.2014.961597.

Hudson, S. et al. (2015) ‘The effects of social media on emotions, brand relationship

quality, and word of mouth: An empirical study of music festival attendees’, Tourism

Management, 47, pp. 68–76. doi: 10.1016/j.tourman.2014.09.001.

Hunt, K. (2014) Women drink men under the table with wine, but somehow spend less,

Thrillist. Available at: https://www.thrillist.com/drink/nation/wine-drinking-habits-women-

drink-more-than-men-buy-lower-quality-bottles (Accessed: 11 March 2018).

Imdadullah, M. (2015) ‘Sampling theory, Introduction and Reasons to Sample’, Basic

Statistics and Data Analysis, 9 July. Available at: http://itfeature.com/statistics/sampling-

theory-introduction-and-reasons-to-sample (Accessed: 28 February 2018).

IPW Home Page (no date). Available at: http://www.ipw.co.za/index.php (Accessed: 26

November 2017).

78

Jane Anson (2017) Fifty shades of green - Wine’s big new debate? - Jane Anson,

Decanter. Available at: http://www.decanter.com/wine-news/opinion/news-blogs-

anson/green-wine-debate-380177/ (Accessed: 12 December 2017).

Jenni Spinner (2013) Paper bottle will ‘change the way people think about wine’,

beveragedaily.com. Available at:

https://www.beveragedaily.com/Article/2013/11/13/Paper-bottle-boosts-wine-s-

sustainability-and-convenience (Accessed: 6 December 2017).

John Stimfig (2017) Torres on quest for carbon neutral winery, Decanter. Available at:

http://www.decanter.com/wine-news/torres-carbon-neutral-winery-378991-378991/

(Accessed: 12 December 2017).

Karen Freeman, P. S. and A. B. (2012) Three Myths about What Customers Want,

Harvard Business Review. Available at: https://hbr.org/2012/05/three-myths-about-

customer-eng (Accessed: 21 February 2018).

Kusek, K. (2016) The Death Of Brand Loyalty: Cultural Shifts Mean It’s Gone Forever,

Forbes. Available at: https://www.forbes.com/sites/kathleenkusek/2016/07/25/the-death-

of-brand-loyalty-cultural-shifts-mean-its-gone-forever/ (Accessed: 18 January 2018).

Laeng, B., Suegami, T. and Aminihajibashi, S. (2016) ‘Wine labels: an eye-tracking and

pupillometry study’, International Journal of Wine Business Research; Patrington, 28(4),

pp. 327–348.

Lake, C. (2012) Contracts between Wineries and Growers - eXtension. Available at:

http://articles.extension.org/pages/62146/contracts-between-wineries-and-growers

(Accessed: 18 March 2018).

79

Lee Schneider (2013) Sulfites Added to Wine: The Reason You Get a Hangover? |

HuffPost. Available at: https://www.huffingtonpost.com/lee-schneider/sulfates-in-

wine_b_2634218.html (Accessed: 1 December 2017).

Lenzen, M. and Murray, J. (2010) ‘Conceptualising environmental responsibility’,

Ecological Economics. (Special Section: Ecological Distribution Conflicts), 70(2), pp.

261–270. doi: 10.1016/j.ecolecon.2010.04.005.

Lloyd Alter (2008) ‘Which Is Greener, Wine Bottle or Box? Depends on the Box’,

TreeHugger, 23 August. Available at: https://www.treehugger.com/green-food/which-is-

greener-wine-bottle-or-box-depends-on-the-box.html (Accessed: 7 December 2017).

Lockshin, L. and Corsi, A. M. (2012) ‘Consumer behaviour for wine 2.0: A review since

2003 and future directions’, Wine Economics and Policy, 1(1), pp. 2–23. doi:

10.1016/j.wep.2012.11.003.

Lucy Shaw (2013) ‘Paper wine bottle to go on sale in US’, The Drinks Business, 5

November. Available at: https://www.thedrinksbusiness.com/2013/11/paper-wine-bottle-

to-go-on-sale-in-us/ (Accessed: 6 December 2017).

Madeline Puckette (2016) Big Wine Brands vs. Independent Wineries, Wine Folly.

Available at: http://winefolly.com/tutorial/wine-brands-vs-independent-producers/

(Accessed: 13 December 2017).

Mann, S., Ferjani, A. and Reissig, L. (2012) ‘What matters to consumers of organic

wine?’, British Food Journal; Bradford, 114(2), pp. 272–284. doi:

http://dx.doi.org/10.1108/00070701211202430.

80

Maria Rydahl Ahlgreen (2010) ‘When the Business of Business Became Everybody’s

Business’, December. Available at: http://ibde.org/component/content/article/114-when-

the-business-of-business-became-everybodys-business.html (Accessed: 9 July 2017).

Martin, D. M. and Schouten, J. (2011) Sustainable Marketing. 1st edn. New York:

Pearson Prentice Hall. Available at: https://www.alexandria.unisg.ch/220826/

(Accessed: 26 September 2017).

McLeod, S. (2007) The Milgram Experiment. Available at:

https://www.printfriendly.com/p/g/CEDrp4 (Accessed: 13 April 2018).

Milton Friedman (1970) ‘The Social Responsibility of Business is to Increase its Profits,

by Milton Friedman’.

Mirela Mart (2017) Why wine gives you a hangover (and how to avoid it), Vincarta.

Available at: https://vincarta.com/blog/wine-hangover/ (Accessed: 3 December 2017).

Morganstern, A. (2013) ‘Organic Wine vs. Sustainable Wine’, Huffington Post, 26 July.

Available at: https://www.huffingtonpost.com/adam-morganstern/organic-wine-vs-

sustainab_b_3635930.html (Accessed: 30 March 2018).

Mpact (2012) PET wine bottles, quality that’s economical and environmental,

wine.co.za. Available at: http://www.wine.co.za/news/news.aspx?NEWSID=20573

(Accessed: 6 December 2017).

MTH 417 : Sampling Theory (no date). Available at:

http://home.iitk.ac.in/~shalab/course1.htm (Accessed: 28 February 2018).

81

Murphy, M. (2008) ‘Some Would Call It Green Greed’, Air Conditioning, Heating &

Refrigeration News; Troy, 235(12), p. 28.

Omarjee, L. (2017) More than 50% of SA’s population is living in poverty, Fin24.

Available at: https://www.fin24.com/Economy/more-than-50-of-sas-population-is-living-

in-poverty-20170822 (Accessed: 16 March 2018).

Our activities | Ecocert South Africa (no date). Available at:

http://southafrica.ecocert.com/our-activities.html (Accessed: 19 March 2018).

Pablo Paster (2009) ‘Wine In A Box: The Greenest Way To Drink?’, TreeHugger, 30

June. Available at: https://www.treehugger.com/green-food/wine-in-a-box-the-greenest-

way-to-drink.html (Accessed: 6 December 2017).

Palling, B. (2014) Why ‘Natural’ Wine Tastes Worse Than Putrid Cider, Newsweek.

Available at: http://www.newsweek.com/2014/07/11/why-natural-wine-tastes-worse-

putrid-cider-257281.html (Accessed: 19 March 2018).

Paul Hague (2002) Market research : a guide to planning, methodology & evaluation.

3rd edn. Kogan Page, London.

Peter Fader (2017) Lowdown: Does Sustainability Marketing Work? Available at:

http://adage.com/article/cmo-strategy/sustainability-marketing-work/307359/ (Accessed:

15 August 2017).

Phil Coturri (2014) Terroir is an Expression of Place. Available at:

https://thefoodpoet.com/2015/03/26/wine-poetry-terroir-expression-place-phil-coturri/

(Accessed: 23 January 2018).

82

Pomarici, E. and Vecchio, R. (2014) ‘Millennial generation attitudes to sustainable wine:

an exploratory study on Italian consumers’, Journal of Cleaner Production,

66(Supplement C), pp. 537–545. doi: 10.1016/j.jclepro.2013.10.058.

‘Poverty on the rise in South Africa | Statistics South Africa’ (2017), 22 August. Available

at: http://www.statssa.gov.za/?p=10334 (Accessed: 16 March 2018).

Producer shorts: Jeanette Bruwer of Springfield Estate (2018). Available at:

https://www.youtube.com/watch?v=5T778RC_p4g&feature=share (Accessed: 23

February 2018).

Pugh, M. and Fletcher, R. (2002) ‘Green International Wine Marketing’, Australasian

Marketing Journal (AMJ), 10(3), pp. 76–85. doi: 10.1016/S1441-3582(02)70159-6.

Rich, S. U. and Jain, S. C. (1968) ‘Social class and life cycle as predictors of shopping

behavior’, JMR, Journal of Marketing Research (pre-1986); Chicago, 5(000001), p. 41.

Santini, C., Cavicchi, A. and Casini, L. (2013) ‘Sustainability in the wine industry: key

questions and research trendsa’, Agricultural and Food Economics, 1, p. 9. doi:

10.1186/2193-7532-1-9.

Santos, J. F. and Ribeiro, J. C. (2012) ‘The Portuguese online wine buying consumer’,

EuroMed Journal of Business; Bingley, 7(3), pp. 294–311. doi:

http://dx.doi.org/10.1108/14502191211265343.

Schäufele, I. and Hamm, U. (2017) ‘Consumers’ perceptions, preferences and

willingness-to-pay for wine with sustainability characteristics: A review’, Journal of

Cleaner Production, 147, pp. 379–394. doi: 10.1016/j.jclepro.2017.01.118.

83

Sciolino, E. (2015) ‘In France, Pesticides Get in Way of Natural Wines’, The New York

Times, 2 March. Available at: https://www.nytimes.com/2015/03/04/dining/in-france-

pesticides-get-in-way-of-natural-wines.html (Accessed: 23 February 2018).

Shavitt, S., Jiang, D. and Cho, H. (2016) ‘Stratification and segmentation: Social class in

consumer behavior’, Journal of Consumer Psychology, 26(4), pp. 583–593. doi:

10.1016/j.jcps.2016.08.005.

Simon Woolf (2017) What is whole bunch fermentation? Ask Decanter, Decanter.

Available at: http://www.decanter.com/learn/advice/what-is-whole-bunch-fermentation-

ask-decanter-353983/ (Accessed: 3 December 2017).

Susan Diemert Moch and Marie F. Gates (1999) The Researcher Experience in

Qualitative Research. Available at: https://uk.sagepub.com/en-gb/eur/the-researcher-

experience-in-qualitative-research/book7171 (Accessed: 11 January 2018).

Susan E. Wyse (2011) Difference between qualitative and quantitative research., Snap

Surveys Blog. Available at: https://www.snapsurveys.com/blog/qualitative-vs-

quantitative-research/ (Accessed: 18 August 2017).

Sussman, Z. (2015) ‘The Rise of Female Sommeliers’, Wall Street Journal, 10 August.

Available at: http://www.wsj.com/articles/the-rise-of-female-sommeliers-1439214769

(Accessed: 10 March 2018).

Tate, A. (2015) 10 Scientific Reasons People Are Wired To Respond To Your Visual

Marketing, Learn. Available at: https://www.canva.com/learn/visual-marketing/

(Accessed: 7 March 2018).

84

Teixeira, A. et al. (2014) ‘Natural Bioactive Compounds from Winery By-Products as

Health Promoters: A Review’, International Journal of Molecular Sciences, 15(9), pp.

15638–15678. doi: 10.3390/ijms150915638.

Thach, L. (2012) ‘Time for wine? Identifying differences in wine-drinking occasions for

male and female wine consumers’, Journal of Wine Research, 23(2), pp. 134–154. doi:

10.1080/09571264.2012.676542.

The Economist (1999) ‘The brand’s the thing’, The Economist, 16 December. Available

at: http://www.economist.com/node/268163 (Accessed: 13 December 2017).

The Economist (2009) ‘Triple bottom line’, 17 November. Available at:

http://www.economist.com/node/14301663 (Accessed: 5 July 2016).

The New York Times (2014) ‘Opinion | Pesticides in French Wine’, 2 January. Available

at: https://www.nytimes.com/2014/01/03/opinion/pesticides-in-french-wine.html

(Accessed: 23 February 2018).

Veseth, M. (2009) ‘Wine’s Future: It’s in the Bag (in the Box)’, The Wine Economist, 4

October. Available at: https://wineeconomist.com/2009/10/04/wines-future-its-in-the-

bag-in-the-box/ (Accessed: 7 December 2017).

Walsh, B. (2007) ‘The Cost of Being Clean’, Time, 170(18), pp. 54–54.

Weathington, B. L., Cunningham, C. J. L. and Pittenger, D. J. (2012) Understanding

Business Research. Somerset, UNITED STATES: Wiley. Available at:

http://ebookcentral.proquest.com/lib/cumbria/detail.action?docID=894393 (Accessed: 19

January 2018).

85

What are some of the advantages and disadvantages of buying grapes for wine

production rather than growing your own? | Ask Dr. Vinny | Wine Spectator (no date)

WineSpectator.com. Available at: http://www.winespectator.com/drviny/show/id/50940

(Accessed: 18 March 2018).

‘What Is Kosher? | KLBD Kosher Certification’ (no date). Available at:

https://www.klbdkosher.org/what-is-kosher-certified/ (Accessed: 19 March 2018).

Wieringa, R. (2014) ‘Empirical research methods for technology validation: Scaling up to

practice’, Journal of Systems and Software, 95, pp. 19–31. doi:

10.1016/j.jss.2013.11.1097.

Winch, C. et al. (no date) Research methodologies. Available at:

http://www.socscidiss.bham.ac.uk/methodologies.html (Accessed: 12 April 2018).

Yu, D. (2017) The lesser known and scarier facts about unemployment in South Africa,

The M&G Online. Available at: https://mg.co.za/article/2017-09-04-the-lesser-known-

and-scarier-facts-about-unemployment-in-south-africa/ (Accessed: 16 March 2018).

Zepeda, L. and Deal, D. (2009) ‘Organic and local food consumer behaviour: Alphabet

Theory’, International Journal of Consumer Studies, 33(6), pp. 697–705. doi:

10.1111/j.1470-6431.2009.00814.x.

86

Appendices

Appendix A - 7 The Nuremberg Code of Principles

87

Appendix B - Informed Consent Form