This study aims to understand whether consumers with different backgrounds, specifically Danish and Italian ones, show different attitudes towards organic wine. Given this premise, this research aims to answer the following research question: Comparing Danish and Italian students, do the characteristics of their native background influence the perception of organic wine? To answer this research question, a framework has been developed based on the Theory of Planned Behaviour and on previous literature on the topic of organic consumption. The framework includes all the relevant drivers in relation to the consumption of organic wine and serves as a structure for the entire research. Further, to study whether Danish and Italian consumers have different attitudes towards organic wine, a neuromarketing experiment and a survey have been applied. During the neuromarketing experiment, participants’ unconscious attitudes have been explored. Besides, participants were asked to evaluate design, quality and price of the wines they were shown. Based on the findings of this study, more effective selling strategies can be elaborated.
|Educations||MSc in International Marketing and Management, (Graduate Programme) Final Thesis|
|Number of pages||160|