Globalization of Wine Safety: Romanian Consumers’ Perceptions

Globalization leads to intense commodities circulation. As the offer gets richer and richer, the providers are compelled to find and communicate as many differentiation elements as possible in order to consolidate or expand their market. In food safety, origin and traceability are objective control factors on the one hand, and on the other hand, they are influencing the decision to buy. As far as the WINE is concerned, it benefits of a dedicated law, which makes it one of the safest products of the beverages industry. The wine is a product of which origin represents a competitional advantage, but also a (local) element of building the (global) cultural patrimony. The wine is an omnipresent global commodity, but the widely variated offer leads to the consumer being able to get orientation in front of the shelf only based on the familiar elements. In this context, we aim to assess, within the producer’s communication and consumer’s perception, the association of the food safety and specificity attributes with the certification given by the DOC (Denomination of Controlled Origin)/IG (Geographical Origin)/Varietal. The hologram guarantees not only the satisfaction degree or hierarchy in the top of the preferences, and that wine bears the identity of place and technological parameters set by the law and the finite product has a clear traceability. Subscribed to this classification there is also the notion of terroir which, at least theoretically, guarantees organoleptic particularities obtained by adding up all the soil, climate, wining style and tradition factors.