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The influence of label on wine consumption: its effects on young consumers' perception of authenticity and purchasing behavior

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  • Lunardo, Renaud
  • Guerinet, Richard

Abstract

The last forty years have seen a dramatic decrease in wine consumption in France. In 1965, the wine consumption per people per year was 160 liters ; in 2005, people didn't drink more than 70 liters of wine in a year. Moreover, from 1980 to 1990, people over 14 years who drunk wine have decreased from 80 to 67 % of the population. In 2005, only 62 % of them pretended drinking wine. That is one million French people less than in 2000. This decline in wine market can be explained by the fact that young people consume less wine than older people. This article identifies authenticity as a factor explaining purchasing behavior of young consumers. Findings suggests that the label of bottled wine influences young consumers' choice of wine. Originality and projection are two dimensions of the authenticity explaining how young consumers perceive performance risk, perceived price and purchase intentions.

Suggested Citation

  • Lunardo, Renaud & Guerinet, Richard, 2007. "The influence of label on wine consumption: its effects on young consumers' perception of authenticity and purchasing behavior," 105th Seminar, March 8-10, 2007, Bologna, Italy 7847, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaa105:7847
    DOI: 10.22004/ag.econ.7847
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    Cited by:

    1. Sanchez Garcia, Mercedes & Barrena Figueroa, Ramo, 2008. "Structural Equation Models For The Hierarchization Of Activities In The Supply And Distribution Of Origin-Certified Foods," 107th Seminar, January 30-February 1, 2008, Sevilla, Spain 6394, European Association of Agricultural Economists.
    2. Chandan Andanesh Chavadi & M R Vishwanatha & Samiya Mubeen, 2018. "Ghee with Glee: A Study of How Consumers Evaluate Product Packaging," Metamorphosis: A Journal of Management Research, , vol. 17(2), pages 100-110, December.
    3. Osei, Mensah J. & Lawer, D.R. & Aidoo, R., 2013. "Consumers’ Use and Understanding of Food Label Information and Effect on their Purchasing Decision in Ghana; a Case Study of Kumasi Metropolis," Asian Journal of Agriculture and Rural Development, Asian Economic and Social Society (AESS), vol. 2(03), pages 1-18, September.
    4. Olga Filaretova & Marie von Meyer-H?fer & Katia Laura Sidali, 2017. "Is perceived authenticity also desired? Investigating the relation between perceived authenticity and product preference," Economia agro-alimentare, FrancoAngeli Editore, vol. 19(3), pages 311-331.
    5. Pelet, Jean-Éric & Durrieu, François & Lick, Erhard, 2020. "Label design of wines sold online: Effects of perceived authenticity on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    6. C. Neumann da Cunha & H. Dewes & Marcos Vinícius Araujo, 2019. "Consumer preferences using the method BW Score: A study of Brazilian consumer's perception," Post-Print hal-02885655, HAL.
    7. Ivan Balenović & Svetlana Ignjatijević & Goran Stojanović & Jelena Vapa Tankosić & Nemanja Lekić & Olivera Milutinović & Aleksandar Gajić & Miloš Ivaniš & Jelena Bošković & Radivoj Prodanović & Nikola, 2021. "Factors Influencing Wine Purchasing by Generation Y and Older Cohorts on the Serbian Wine Market," Agriculture, MDPI, vol. 11(11), pages 1-22, October.
    8. Lee, Sean & Sung, Billy & Phau, Ian & Lim, Aaron, 2019. "Communicating authenticity in packaging of Korean cosmetics," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 202-214.

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