Wine production is one of the farming practices with the highest negative environmental impacts, mainly due to a heavy use of pesticides, why it is important to find more sustainable wine production practices. One such practice is organic farming, but the transition is slow and the number of organic certified vineyards remain low. The purpose of this study is to map what motives and barriers Swedish wine farmers perceive in using organic practices in their production, and to what extent the decision to do so is guided by intrinsic or extrinsic motivation. This was studied by visiting 11 Swedish vineyards and conducting interviews with the wine farmers. The theoretical framework used in this thesis builds on the Self-determination theory about motivation together with previous research on motives and barriers to convert to organic farming. The results show that despite that only 5% of the Swedish vineyards are organically certified, all visited vineyards almost exclusively use organic practices in their production. The main motives to use organic practices were identified to be soil protection and long-term scope of the vineyard, biodiversity and ecosystem protection, lower exposure to agrochemicals, to produce an honest product, and the possibility of increased sales. Perceived barriers with using organic practices among Swedish wine producers were increased workload and labour costs, lack of access to knowledge about organic viticulture, difficulties with weed and pest control, and lower harvest yields. The decision to use organic practices are mainly guided by inner beliefs about producing the wine in harmony with nature, not causing unnecessary damage, producing a high-quality product they can be proud of, and the desire to get a professional challenge and develop as winemakers, consequently indicating that Swedish wine farmers are motivated by intrinsic motivation. Only weak indicators of extrinsic motivation were found in the study. Furthermore, the study found that the climate in southern Sweden is facilitating for organic viticulture which together with a lack of regulations regarding grape- and vine varieties could act as a foundation for Sweden to become a leader in sustainable wine production, but that a lack of knowledge and the strict regulation on sales of alcohol might prevent this.

Tourism is considered as an economic force in modern society, not only is it asource of revenue, but also a means of connecting cultures and traditions withpeople from all over the world. Wine tourism especially is a form of tourismthat brings visitors to vineyards to experience the authentic taste of a region.Sweden as the youngest wine country that is still being discovered and thereare untapped potentials to be fully realized. Being involved in the wineindustry in Sweden means a direct relationship between the winemakers andSystembolaget as the main body that is responsible for sales of alcohol.Therefore, the major source of income for winemakers, called direct sales(sale at the cellar), is not a viable option for the Swedish winemaker. Whatchallenges these winemakers face and what opportunities lies within theemerging industry, that is wine tourism in Sweden, is the motivation behindthis project.

Introducion Southern Sweden is an emerging wine region. Two things have made wine growing possible on our latitude: slowly rising temperature and new crossings of hereditary grape varieties. Grapes is a culturally new product in the Swedish farming landscape, which requires an introductory period. Consumers in an emerging wine region are faced with a tough choice between more familiar, non-local wines and new locally produced wines. This work is aimed at researching Swedish consumers attitude towards locally produced wines. Background Despite the importance of understanding new markets, it is often assumed that local residents automatically accept local products. However, this is not always the case. Consumers' attitude to local wines in the emerging wine region is of great value to local wine producers, as their attitude affects whether positive information about new products will spread among potential customers. Purpose The purpose is to examine Swedish consumers' attitude to Swedish wines. Method Web survey Results Result shows that there are more women than men who have tasted Swedish wines. 47% of those who have tasted have positive attitude, 29% did not think it is woth the money and 13% did not like the taste. Conclusion The majority of respondents have a positive attitude towards Swedish wines. / Inledning Södra Sverige är en framväxande vinregion. Två saker har möjliggjort vinodling på våra breddgrader: stigande temperatur och nya korsningar av härdiga druvsorter. Vindruvor är en kulturellt ny produkt i det svenska odlingslandskapet, vilket kräver en introduktionsperiod. Konsumenter i en framväxande vinregion ställs framför ett tufft val mellan mer bekanta, icke lokala viner och nya lokalproducerade viner. Detta arbete är inriktad på att genom en enkät undersöka vad svenska konsumenter tycker om lokalproducerade viner. Bakgrund Trots vikten av att förstå nya marknader antas det ofta att lokalbefolkningen automatiskt accepterar lokalproducerade viner med tanke på trenden att handla närproducerat, men det är inte alltid så självklart. Konsumenters attityd till lokala viner i framväxande vinregion är av stort värde för lokala vinproducenter, eftersom deras attityd påverkar huruvida positiv information om nya produkter kommer spridas bland potentiella kunder. Syfte Syftet är att undersöka svenska konsumenters attityd till svenska viner. Metod Webbundersökning Resultat Resultat visar att det är fler kvinnor än män som har smakat svenska viner. 47% av de som har smakat är positiva, 29% tycker inte det är prisvärt och 13% tycker inte om smaken. Slutsats Majoriteten av respondenter är har positiv attityd till svenska viner.