Les vins éco-labellisés face aux vins conventionnels en France et en Australie: quelle perception des consommateurs et quelles implications marketing ?

Hervé Remaud and Lucie Sirieix
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Hervé Remaud: BEM - Bordeaux Ecole de Management

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Abstract: This paper proposes an analysis of French and Australian consumers' perceptions of conventional wines compared with different eco-friendly wines. Results indicate that in Australia, eco-labelled wines suffer from a lack of associations in consumers' mind and therefore do not differentiate from conventional wines. In France, organic wine is the wine that is most linked with the attributes related to environment or health. Based on these results, key recommendations for the French market include a product portfolio and distribution extension, that would satisfy a growing number of consumers. In Australia, wine producers and distributors would gain to build the category and positioning of eco-labelled wines.

Keywords: vin biologique; wine; comportement des consommateurs; perception du consommateur; vin; écolabel; france; australie (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (2)

Published in Décisions Marketing, 2012, 67, pp.23-35

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01506146

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