Extrinsic wine attributes importance on Canadian consumers purchase decisions for environmentally sustainable wines

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Français: Soumission par L’École In Vino Veritas d’un travail de recherche intitulé « Extrinsic wine attributes importance on Canadian consumers purchase decisions for environmentally sustainable wines » pour présentation fin juin à Geisenheim en Allemagne dans le cadre de la 8ème conférence de l’Academy of Wine Business Research (l’AWBR). Il s’agit de la deuxième participation de l’École à cette conférence, en 2013 nous avions présenté: The impact of General Public wine eduction courses on consumer perception

English: It is with pleasure that École In Vino Veritas has submitted the following quantitative study titled: « Extrinsic wine attributes importance on Canadian consumers purchase decisions for environmentally sustainable wines »  at the 8th Academy of Wine Business Research (AWBR) conference to be held end of june 2014 in Geisenheim, Germany. It is the second participation of the ÉIVV School to the AWBR conference. In 2013 we have presented : The impact of General Public wine eduction courses on consumer perception

Abstract:

Purpose: this study aims to understand the importance of packaging extrinsic cues for environmentally friendly wines in two Canadian provinces by investigating the most important extrinsic attributes in the Ontario and Québec consumer evaluation of how appealing the wine appears to be.

Design/methodology/approach: the importance that is given by Québec and Ontario consumers to fourteen different extrinsic attributes in their evaluation of how environmental friendly the wine is, was assessed in a seven-point Likert type scale

Findings: this research seems to indicate that the evaluation and purchase process of environmental friendly wines is identical to conventional wines. The evaluation and choice of environmental friendly wines by Canadian wine drinkers is primarily driven by the price followed by other verbal cues such as label information, alcohol level, country of origin, grape variety, region of origin and brand name. Visual and haptic cues such closure, eco-claims, bottle and label related were considered least important and therefore supporting, rather than dominant, product cues.

Practical implications: The key implications of this perceptual analysis relate to the positioning of environmental friendly wines and the way these wines can communicate their distinctiveness.

Keywords: environmental friendly, wines, packaging, Ontario, Québec.

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