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Terroir and its Evocation: What a Wine Terroir of Origin Evokes? An Exploratory Qualitative Study of the Meaning of Terroir Product Consumption

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Marketing Opportunities and Challenges in a Changing Global Marketplace (AMSAC 2019)

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Abstract

Wine perception and consumption are drastically changing in France, before considered “as food,” wine is now considered “pleasure.” A wine choice is strongly driven by the perception of its terroir of origin. Terroir has the ability to carry symbolic meaning, expertise, authenticity, etc., which will infer on the wine’s perception. Nevertheless, to market a product with its terroir of origin, practitioners have to stay close to the image a customer has of this place. Otherwise, it could lead to cognitive dissonance and strongly distort the way their product is perceived.

As wine consumption and consideration are evolving, it became important to investigate how customers perceive a wine’s terroir of origin? To answer this question, an innovative projective qualitative methodology, the album online, was used. This research highlights the dimensions of wine’s terroir of origin perception, particularly, an enchantment dimension. It also confirms and details the structure of wine terroir of origin image.

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Author information

Authors and Affiliations

  1. C.E.R.A.G., Grenoble, France

    Julien Couder & Pierre Valette-Florence

Authors
  1. Julien Couder
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  2. Pierre Valette-Florence
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Corresponding author

Correspondence to Julien Couder .

Editor information

Editors and Affiliations

  1. Rohrer College of Business, Rowan University, Glassboro, NJ, USA

    Shuang Wu

  2. IÉSEG School of Management, Paris, France

    Felipe Pantoja

  3. Rohrer College of Business, Rowan University, Glassboro, NJ, USA

    Nina Krey

Appendices

Appendices

Appendix 1: Affective Condition

figure a

Affective condition mapping

Appendix 2: Cognitive Condition

figure c

Cognitive condition mapping

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Couder, J., Valette-Florence, P. (2020). Terroir and its Evocation: What a Wine Terroir of Origin Evokes? An Exploratory Qualitative Study of the Meaning of Terroir Product Consumption. In: Wu, S., Pantoja, F., Krey, N. (eds) Marketing Opportunities and Challenges in a Changing Global Marketplace. AMSAC 2019. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-030-39165-2_94

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