Does stating multiple eco-certifications on a wine bottle label leads to more willingness to pay, under what conditions and for who / Aymeric BIESSY / 2020

Titre : Does stating multiple eco-certifications on a wine bottle label leads to more willingness to pay, under what conditions and for who Type de document : Mémoire Auteurs : Aymeric BIESSY, Auteur Année de publication : 2020 Importance : 24 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management VIN SECTEUR ; ECOLOGIE ; CERTIFICATION ; LABEL DE QUALITE Résumé : Over the past decade, we saw many wine producers adding eco-certifications to their wine labels. Some of them are even using more than one certification. Without considering the cost of those certifications, is it worth it from consumers’ points of view? This qualitative study was conducted to answer this concern and to try and explain the factors that may influence consumers attitude towards those eco-labels. The results of this study point out the positive influence of adding an eco-certification to a wine label. However, it is now proven that adding more than one of these certifications tend to decrease consumers’ willingness to pay for the product. After conducting this research, we understand that feature fatigue and the lack of understanding of eco-certifications are the two factors pushing consumers to reduce their perceived value of a wine bottle when two or more certifications are displayed. What is even more surprising is that whatever consumers’ frequency of consumption, wine preferences or involvement into environmental concerns, we are all impacted the same way. Thus, is it still necessary to race for who has three or four certifications? According to consumers’ point of view the answer is no and wine producers might probably reconsider their competition for eco- certifications as this research shows that having three or no certification on a bottle brings the same value to consumers. Programme : PGE-Reims Spécialisation : Wine and Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529138