The influence of proximity on consumers' trust toward wine of their favourite winery region

Denis Bories, Paul-Emmanuel Pichon () and Christian Laborde
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Denis Bories: UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse
Paul-Emmanuel Pichon: CERTOP - Centre d'Etude et de Recherche Travail Organisation Pouvoir - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique
Christian Laborde: CERTOP - Centre d'Etude et de Recherche Travail Organisation Pouvoir - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: Following the work that had investigated the perception of risk associated with the purchase of food (Mitchell V-W., 1999 ; Muraro-Cochart M., 2000 ; Muraro-Cochart M., 2003 ; Yeung R.M.W. et Morris J., 2001), this paper have focused on the influence of proximity (Bergadaa M. and Del Bucchia C., 2009 ; Damperat M., 2006; Hérault-Fournier C., Merle A. and Prigent-Simonin A.H., 2012 and 2014) on consumers' trust and perceived risks reduction when purchasing wine. The first section of this paper is devoted to a literature review of health risks and the notion of proximity. The next section presents the methodology used in this research, which is based on a quantitative survey of 591 French respondents aged from 18 to over 64 years old. The results of this work confirm the role of proximity, under almost all its forms, as an antecedent of trust. The conclusion of this communication describes the theoretical and managerial implications, the limitations and the future lines of investigation that stem from this work.

Keywords: consumer's behaviour risk proximity trust; consumer's behaviour; risk; proximity; trust (search for similar items in EconPapers)
Date: 2016-11-09
Note: View the original document on HAL open archive server: https://univ-tlse2.hal.science/hal-04170010
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Published in 6th Asia-Euro Tourism, Hospitality and Gastronomy Conference, Taylor's University Malaysia, Université Toulouse Jean Jaurès, France, Nov 2016, Gwalior, India

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