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Communication Dans Un Congrès Année : 2019

Intergenerational transmission :

Résumé

The aim of this paper is to explore French generation Z wine consumer behavior process. Our primary goal is to highlight the relation between wine and health through the concept of intergenerational transmission. This research proposes to understand the influence of the previous generations on wine consumption and on health perception of Gen-Zers. A qualitative research was conducted with a sample of wine makers (18) and Gen-Zers consumers (40) of Toulouse, France, in 2018. The results were analyzed using thematic coding with Nvivo. Concerning findings, generation Z wine consumer behavior is mainly influenced by their family and the wine industry as wine education transmitters. Healthier wine and traditional taste are significant on wine purchasing for this generation and health perception for Gen-Zers is based on the cultural "French paradox" phenomenon. This research can be of interest for market researchers and wine firms trying to undertake appropriate marketing decisions concerning Gen-Zers
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Dates et versions

hal-04047139 , version 1 (27-03-2023)

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  • HAL Id : hal-04047139 , version 1

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Didier Bédé, Charlotte Massa, Nathalie Maumon. Intergenerational transmission :: an exploratory study of generation Z wine consumer behaviour. 11th Academy of Wine Business Research Conference, Academy of Wine Business Research, Jan 2019, Stellenbosch, South Africa. ⟨hal-04047139⟩
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