Samenvatting

The wine market offers various categories of wines, some of which are considered conventional and others that are less well-known including organic, biodynamic, and‘natural’ wine. In the Netherlands, many consumers have limited awareness of the specific characteristics and benefits of environmentally conscious wine, and some harbor doubts about the authenticity of organic certification claims.The existing body of research regarding consumer perceptions of environmentally conscious wines, such as organic, biodynamic, and natural wines, is notably limited.It is essential for farmers, producers, and buyers alike to acquire comprehensive insights into consumer preferences and decision-making factors across these distinct categories. Therefore, the main research question was “Which aspects have an impact on consumers’ choices when buying environmentally conscious wine (organic-,biodynamic-, natural wine) in the Netherlands?” To address the research question, a combination of quantitative (questionnaire) and qualitative (blind wine tasting) research methods were used. The target group of this included people living in the Netherlands,that are above the age of 18 and consume environmentally conscious wine.This research found that consumer preferences for environmentally conscious wines in the Netherlands are influenced by factors including age, gender, income, price sensitivity, willingness to pay, knowledge levels, and perceived attributes. Younger generations favor natural wine, while females show a strong interest in organic and natural options, and males lean towards natural wine. Lower-income consumers opt for organic and natural wines, while higher-income individuals are likely to buy all three categories. Price matters but isn't the sole determinant, and consumers are willing to pay more for natural wine. Knowledge about the wines shapes preferences, and consumers can better discern attributes in biodynamic and organic wines. Among the wine-tasting participants, favorable opinions are common for organic and biodynamic wines, while natural and conventional wines are seen as satisfactory.The conclusions of the research suggest that in order to effectively promote environmentally conscious wines in the Netherlands, the wine industry should employ tailored marketing strategies for different demographic groups, emphasizing their preferences. Educational efforts about sustainable production can improve consumer understanding, and limited-time price promotions within the 6 to 15 euros range can attract budget-conscious consumers. Collaborating with retailers for in-store displays and online platforms can enhance visibility and encourage informed and sustainable purchasing decisions.