How do consumers respond to Champagne brand’s adaption of the organic-conversion strategy? / Justine TATANGELO / 2022

Titre : How do consumers respond to Champagne brand’s adaption of the organic-conversion strategy? Type de document : Mémoire Auteurs : Justine TATANGELO, Auteur Année de publication : 2022 Importance : 30 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 la page. Langues : Anglais (eng) Mots-clés : Management ECOLOGIE ; MARQUE ; VIN SECTEUR ; SYMBOLE ; CLIENT Résumé : Many studies have been conducted in recent years on the topic of ecological transition. Most often, these studies have focused on the consumer response to the transition to organic farming in the agri-food sector in general. However, very few studies have focused specifically on the impact of the organic farming conversion strategy in the Champagne sector. This research aims to explore consumer response to Champagne brand's adaption of the organic-conversion strategy. For this purpose, a quantitative study based on the responses of 58 participants to a 20-question questionnaire was conducted. The survey was divided into four parts, one on the socio-demographic characteristics of the participants, one on their commitment to environmental and health issues, one on their knowledge of the wine and organic farming industry and one on their Champagne consumption and purchasing habits. The findings of this study showed a weak acceptance of organic Champagne by consumers. They mostly prefer to drink traditional Champagne and have poor knowledge of the organic transition in the wine industry. Millennials (aged 18 to 35) are very involved in the environmental cause and concerned about their health. They are favorable to organic farming and consume organic products and wine regularly. By contrast, they prefer the brand, the packaging, or the vintage, rather than the organic when they buy Champagne, because they drink Champagne on social occasions and use it to satisfy their need for image and social distinction. Also, the more knowledgeable participants are about the industry, the more favorable they are to organic Champagne, regardless of their age and social class. However, even participants who drink organic Champagne do not pay attention to the organic label when buying Champagne. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572772