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

Author

Listed:
  • Hervé Remaud

    (BEM - Bordeaux Ecole de Management)

  • Lucie Sirieix

    (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier)

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.

Suggested Citation

  • Hervé Remaud & Lucie Sirieix, 2012. "Les vins éco-labellisés face aux vins conventionnels en France et en Australie : quelle perception des consommateurs et quelles implications marketing ?," Post-Print hal-01506146, HAL.
    • Handle: RePEc:hal:journl:hal-01506146
    as

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    Cited by:

    1. Roberta Capitello & Lucie Sirieix, 2019. "Consumers’ Perceptions of Sustainable Wine: An Exploratory Study in France and Italy," Economies, MDPI, vol. 7(2), pages 1-20, April.

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