French Gen Z and Millennials’ behaviour towards the environmental strategies of champagne brands Champagne brands and their environmental strategies: what effects on French Millennials and Gen Z's behaviour? / Eléonore BUTTIN / 2021

Titre : French Gen Z and Millennials’ behaviour towards the environmental strategies of champagne brands Champagne brands and their environmental strategies: what effects on French Millennials and Gen Z's behaviour? Type de document : Mémoire Auteurs : Eléonore BUTTIN, Auteur Année de publication : 2021 Importance : 44 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 CONSOMMATEUR ; MARQUE ; VIN SECTEUR Résumé : Numerous studies have been conducted around the world on Generation Y (Millennials) and Z,on sparkling wines and on sustainable-labelled and packaging in the wine industry .However, none of these research have been conducted on Millennials and Gen Z and the environmental strategies of champagne brands.This research aims to investigate the effects of environmental strategies of champagne brands on French Millennials and Gen Z’s behaviour.This study is a qualitative research based on 14 interviews with French people aged 18 to 31. To obtain the most reliable results, gender parity was respected and the interviewees came from various socio-professional categories. To carry out this study, several gaps needed to be filled. Firstly, this study determines the motivations for champagne consumption, secondly the motivations for purchase and finally the effects of these environmental strategies on the purchasing behaviour of these generations.This study proved that Gen Z and Millennials believe that drinking champagne is only to celebrate positive events with family or friends. By buying champagne, they are above all seeking to satisfy social and self-esteem needs. They are sensitive to environmental protection but when it comes to champagne, Millennials and Gen Z are not thinking about environment . Faced with these environmental strategies of the champagne brands, consumers have a positive opinion, are not ready to buy champagne more often but spend more to buy a bottle of eco-friendly champagne if their main purchasing criteria are met and regardless of their income . These strategies also arouse scepticism among some consumers, whether in relation to the real motivations of the brands or to the reliability of the certifications. Buyers with a good or excellent level of knowledge tend to choose certifications over packaging and vice versa. No difference was observed between the two generations. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538847