Titre : |
Impact of a non-alcohol claim on a bottle on the way people intend to purchase it : the example of gin |
Type de document : |
Mémoire |
Auteurs : |
Joséphine KLINGER, Auteur |
Année de publication : |
2022 |
Importance : |
26 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COMPORTEMENT ; COMPORTEMENT DU CONSOMMATEUR ; ETIQUETAGE ; SANTE ; SCIENCE DU COMPORTEMENT ; SPIRITUEUX SECTEUR
|
Résumé : |
Taking into account the recent growth of the NoLow alcohol trend, this paper proposes an analysis of the impact on the purchase intention of claiming non-alcohol on a bottle that contains a beverage that is usually alcoholic, such as wine, beer and spirit. Focusing on the example of gin, a quantitative study was conducted in France in order to analyze if claiming non-alcoholic characteristics on a bottle change the way people intend to purchase it. No significant results were obtained for this effect, but the analysis highlights the impact of health consciousness of the consumer because relations appear to exist between non-alcoholic claim and health consciousness and between health consciousness and purchase intention of a non-alcoholic bottle of gin. The role of the health consciousness mediator indicates to the various brands of wines, beers, and spirits that it is something on which they can efficiently possibly rely on to market their non-alcoholic products. |
Programme : |
MSc Wine & Gastronomy |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564592 |