!"#$ $&'() *+ ,-).

) /* 0,(12" 2*1)34(,) '(,2(-5( 6"(1

'3,2"#)-17 6-1( 8
91 (:';*,#$*,& )$3/&
<*,-() =(1-)
AssoclaLe rofessor ln Markeung
unlverslLy of 1oulouse ll - lu1 de llgeac
LaboraLory L8mlp
denls.borles[unlv-Llse2.fr
-
>#?*,/( @",-)A#1
AssoclaLe rofessor ln Markeung
unlverslLy of 1oulouse ll
LaboraLory CL81C-LAS1 - uM8-Cn8S 3044
chrlsuan.laborde[unlv-Llse2.fr
B-2"*1 B#3;
AssoclaLe rofessor ln Markeung
unlverslLy of 1oulouse ll
lS1PlA - 1oulouse School of 1ourlsm, PosplLallLy ManagemenL and
lood SLudles
LaboraLory CL81C-LAS1 - uM8-Cn8S 3044
paulplchon[hoLmall.com
-
B-2"*1 0,C/C,-2
AssoclaLe rofessor ln Markeung
ln-LnsaL 1oulouse
LaboraLoLy ul8CC -8ordeaux unlverslLy
frederlc.plchon[lcloud.com
1
D1$,*/32A*1
Slnce Lhe 1930s, lrench governmenLs have been lmplemenung acuons seeklng
Lo ralse awareness abouL Lhe poLenual healLh hazards caused by Lhe
consumpuon of alcohol
Alcohol remalns a ma[or publlc healLh problem :
49 000 deaLhs a year
3.8 mllllon of lrench consumers aL rlsk (addlcLs or noL) wlLhln Lhe 18/73 age group
ln 2010
AlLhough Lhe negauve healLh eecLs of alcohol have long been clearly shown
and explalned, lrench consumers sull see wlne drlnklng or wloe tosuoq os o
woy to sumolote ooe's seoses, os o sootce of pleosote, ooJ eveo mote (Aron,
1999)
D1$,*/32A*1
ln Lhls conLexL, lL seems necessary Lo have a clearer ldea of Lhe klnd of rlsks
consumers assoclaLe wlLh wlne purchaslng and drlnklng :
WhaL ls Lhe exacL naLure of Lhose rlsks ?
WhaL klnd of rlsks do consumers percelve ?
1hrough whlch declslons and acuons wlll consumers auempL Lo reduce
Lhose rlsks ?
@*12('$3#; +,#4(6*,.
Man has always had Lo envlsage food eaung as belng
hazardous (Chlva, 1998)
uleLary rlsk ls never zero and lL ls noL easlly quanuable (Apfelbaum,
1998)
1he prlnclple of lncorporauon can explaln Lhese repeaLed rlsk-Laklng
declslons (8aven ln 8aven and oulaln, 2002)
1he concepL of rlsk ls everywhere ln food markeung and many
researchers have auempLed Lo ldenufy Lhe dlerenL Lypes of rlsks
(kapferer, 1998, Culllon, 1998, 8runel, 2002).
@*12('$3#; +,#4(6*,.
1he rlsk ls muludlmenslonal (8runel, 2002) and covers :
1he performance rlsk
1he nanclal rlsk
1he physlcal rlsk (shorL Lerm & long-Lerm)
1he psycho-soclal rlsk (fear of galnlng welghL and self-esLeem)
1he socleLal rlsk (soclo-economlc and ecologlcal consequences caused by
Lhe consumpuon of Lhe producL)
under Lhe prlnclple of lncorporauon, '"&)-2#; *, "(#;$" ,-). -) $"( 4#E*, ,-).
-1 +**/ 2*1)34'A*1 (Muller, 1983 kapferer, 1998, uandouau 1999, 8runel,
2000, oulaln, 2002, Callen and Cases, 2003, Muraro-CocharL , 2003, lchon,
2006)
@*12('$3#; +,#4(6*,.
1he search for lnformauon ls one of Lhe means Lo allevlaLe Lhe percelved
rlsk (uowllng and SLaelln, 1994, volle, 1993)
Locander and Permann (1979) suggesL Lo caLegorlze rlsk reduclng
sLraLegles accordlng Lo Lhe source of lnformauon :
lmpersonal sources mouvaLed by lnLeresL :
1v and radlo commerclals, ads and CS adveruslng.
lmpersonal lndependenL sources :
producL speclcauons, consumer's assoclauons.
ersonal sources mouvaLed by self-lnLeresL :
shop asslsLanL's or producer's advlce.
ersonal lndependenL sources :
frlends, famlly.
Sources resulung from observauon and dlrecL experlence :
Lesung or Lasung a producL before buy, lnformauon on Lhe packaglng or demo
F($"*/*;*7&
1he emplrlcal parL of Lhls research ls based on a G3#;-$#A5( )$3/& of 90
lrench consumers respondenLs beLween 20 and over 70 Lhrough
lndlvldual lnLervlews
F($"*/*;*7&
1hemes of Lhe lnLervlew gulde :
1heme 1: Wlne purchaslng hablLs (Lype of wlne, when, who for ? ...)
1heme 2: CrlLerla of cholce when purchaslng wlne
1heme 3 :Labels
1heme 4 :8lsks assoclaLed wlLh wlne purchaslng and drlnklng
Cne hour lnLervlew on average
erlod : lrom CcLober 2013 Lo uecember 2013
1he collecLed corpus was analyzed uslng Lhe AlcesLe soware
H()3;$)
69 of Lhe LexL unlLs of Lhe corpus were classled lnLo 6 groups or classes
of characLerlsuc sLaLemenLs
HC)3;$) I H-). '(,2('A*1
H()3;$) I '"&)-2#; ,-).
=,-1.-17 6-1( -) 1*$ /($,-4(1$#; $* *1(J) "(#;$" I
lts oot Jooqetoos, lts eveo qooJ fot yoot beoltb. lf yoo Jtlok too mocb, of cootse, lts
Jooqetoos, jost llke lf yoo eot too mocb fole qtos. utlokloq too mocb ls o mouet of people,
obove oll some of tbem bove oo llmlts.
(1exL unlL n 279, hl = 0,02, lndlvldual n 3, Woman, over 70 yrs)
urlnklng wlne may even be consldered as 7**/ +*, *1(J) "(#;$" :
.Jtlokloq o llule wloe ls qooJ fot yoot beoltb. l meoo Jtlokloq, l Joot koow, twlce ot tbtee
umes, twlce o week woolJ yoo soy lt ls Jooqetoos to yoot beoltb?
(1exL unlL n 2490, hl = 0.02, lndlvldual n 30, Woman, 60 Lo 64 yrs).
rovlded &*3 /*1J$ (:#77(,#$( :
lts tbe some fot evetytbloq, yoo mostot toke too mocb of lt. 8ot lts foo, lts ftleoJly, l tblok
lt pott of o qooJ meol, pott of some qooJ momeots bot lts oot Jooqetoos. oo jost bove to be
teosoooble
(1exL unlL n 3397, lndlvldual n 44, Woman, 30 Lo 34 yrs)
And &*3 /,-1. ,(#)*1#?;& :
. my qtooJfotbet oseJ to soy yoo sboolJ Jtlok 1 lltet o Joy... yes, tbots o blt too mocb. l Jtlok o
qloss of wloe wltb my meol wbeo tbetes ooly tbe fomlly, ooJ wbeo we bove qoests, we bove o boule
fot 4
(1exL unlL n 3909, hl = 0.02, lndlvldual n 48, Woman, 60 Lo 64).
H()3;$) I K1#12-#; ,-).
L"( K1#12-#; ,-). -) # )-71-K2#1$ (;(4(1$ when chooslng wlne :
. lo oll coses, l om olwoys oftolJ of beloq cbeoteJ wbeo lt comes to ptlces
(1ex unlL n 4813, hl = 0.01, lndlvldual n 37, Man, Cver 70 yrs)
B,-2( -) )((1 #) #1 -1/-2#$*, *+ G3#;-$& for Lhe producL :
lf tbe ptlce of tbe boule wos o blt blqb ooJ tbe wloe oot excelleot, l om JlsoppoloteJ.
8ot, lf tbe wloe ls oot teolly qooJ bot cbeop, l jost tblok, too boJ fot me, l sboolJ bove
polJ mote
(1exL unlL n 2892, hl = 0.01, lndlvldual n33, Woman, 33 Lo 39 yrs)
Lach lnLervlewee menuons a ')&2"*;*7-2#; ',-2( :
... ovet tbtee otos, tbtee otos ffy fot some toble wloe bete yoo coo qet some qooJ
wloes, lJ soy Jeceot wloes
(1exL unlL n 4911, hl = 0,01, lndlvldual n 39, Woman, 43 Lo 49 yrs).
H()3;$) I L#)$( '(,+*,4#12(M,(;#$(/ ,-).
L"( $#)$( '(,+*,4#12(M,(;#$(/ ,-). -) '#,#4*31$ for Lhe respondenLs :
.l olwoys boy tbe some. l Jo oeeJ to toste wloe, tbots tbe woy l Jo. lf lt solts me, l
Joot teolly koow wby, ooJ tbe ptlce ls oll tlqbt ooJ l llke tbe toste, tbeo to koow oboot
tbe qtope votlety, well, tbots tbe tbloq, lf l cboose tbls wloe, lt ls tbot l llke lt ooJ l llke
tbe qtope votlety
(1exL unlL n 2433, hl = 0.01, lndlvldual n 30, Woman, 60 Lo 64 yrs)
L#)A17 -) -4'*,$#1$ when chooslng some wlne :
. someumes, l boy tbtee, foot boules, l toste tbem ooJ tbose l llke, l tbeo qo ooJ boy
tbtee coses
(1exL unlL n 4866, hl = 0.01, lndlvldual n 38, Man, 43 Lo 49 yrs)
H()3;$) I N(;+M()$((4 ')&2"*)*2-#; ,-).
L"( )(;+M()$((4 ')&2"*)*2-#; ,-). ls slgnlcanL ln Lhe case of wlne boughL for
guesLs :
. lf l bove some qoests, l woot tbem to eojoy qooJ ptoJocts . lts olwoys olce to setve
qooJ ptoJocts. wbeo yoo lovlte someooe, yoo olwoys tty to spoll tbem o llule ooJ lts
olso o mouet of ptlJe .
(1exL unlLe n117, hl = 0.01, lndlvldual n 2, Woman,Cver 70 yrs)
1he same rlsk ls experlence when a guesL :
. lf l btloq some wloe wblcb ls oot qooJ.,lf tbe wloe ls poot ooJ Joesot qo wltb tbe
meo, lf lts cotkeJ ooJ jost oot qooJ ooce opeo
(1exL unlL n 3331, hl = 0.01, lndlvldual n 63, Woman, 30 Lo 34 yrs)
Cne way Lo reduce Lhe rlsk ls Lo $,& $"( 6-1( ?(+*,("#1/ :
. tbe Joy wbeo we bove o meol wltb ftleoJs, we llke to opeo tbe boules we koow ote
qooJ, tbeo, yoo coo olso opeo tbe boule befote tbelt ottlvol ooJ toste lt
(1exL unlL n3632, hl = 0.01, lndlvldual n 66, Man, 30Lo 34yrs).
0*23) *1 )*4( ,-). ,(/32$*,)
H-). ,(/32$*,) I OP2-#; )-71) *+ G3#;-$&
8espondenLs declare Lhey know *P2-#; )-71) *+ G3#;-$&, buL dlsplay 5(,& ;-Q;( .1*6;(/7( *+ $"(-,
2"#,#2$(,-)A2) :
tbe AOc lobel, yes, lts beeo tbete fot looq ooJ lts vety lmpottoot. 1toJluoool speclollty
qotooteeJ, l Joot koow tbot bot l tblok lt most be o lobel fot qooJ ptoJocts. A beocbmotk, l koow lt,
lts o lecletc btooJ, so, l ofeo boy lt, bot oot oecessotlly wbeo l boy wloe bot l tblok lt most be o
qootootee of poollty
(1exL unlL n 174, hl = 0,02, lndlvldual n 2 ,Woman, Cver 70 yrs)
Cn Lhe whole, respondenLs seem Lo nd lL /-P23;$ Lo have a 2;(#, -/(# *+ $"( /-R(,(12() (:-)A17
?($6((1 #;; $"( *P2-#; )-71) *+ G3#;-$& :
.ptotecteJ Jeslqoouoos of otlqlo ooJ ptotecteJ qeoqtopblcol loJlcouoos, ttoJluoool speclollty
qootooteeJ.l coot teolly tell tbe Jl[eteoce betweeo tbe tbtee except tbot tbelt loqo looks tbe some

(1exL unlL n 6131, hl = 0,02, lndlvldual n 73, Woman, 40 Lo 44 yrs).
Lven lf Lhe respondenLs sLaLe LhaL Lhey are famlllar wlLh Lhe 9< ;#?(;, Lhey sound qulLe )3)'-2-*3):
. tbe 5poolsb wloe ctossloq tbe botJet ooJ wblcb oseJ to be pot lo boules, l coot temembet oll
tbe stotles, ooywoy wbetevet tbetes mooey otoooJ, yoo coooot teolly ttost lobels. wltb tbe A8
lobel, ootmolly lt meoos tbots lts teolly otqoolc, tbot tbe fooJ yoo eot ls teolly otqoolc, bot lm oot
sote, oot oll tbe ume, Jefoltely oot (1exL unlL n 3678, hl = 0,01, lndlvldual n 43, Woman, 43 Lo
49 yrs).
H-). ,(/32$*,) I 9< >#?(;
Lven lf Lhe respondenLs sLaLe LhaL Lhey are famlllar wlLh Lhe 9< ;#?(;, Lhey sound qulLe )3)'-2-*3) :
. tbe 5poolsb wloe ctossloq tbe botJet ooJ wblcb oseJ to be pot lo boules, l coot temembet oll tbe
stotles, ooywoy wbetevet tbetes mooey otoooJ, yoo coooot teolly ttost lobels. wltb tbe A8 lobel,
ootmolly lt meoos tbots lts teolly otqoolc, tbot tbe fooJ yoo eot ls teolly otqoolc, bot lm oot sote,
oot oll tbe ume, Jefoltely oot
(1exL unlL n 3678, hl = 0,01, lndlvldual n 43, Woman, 43 Lo 49 yrs)
8eferrlng Lo Lhe prlnclple of homeosLasls (8runel, 2002), ,()'*1/(1$) (:',()) /*3?$) #?*3$ $"(
'*))-?;( (R(2$ *+ *,7#1-2 ',*/32$) *1 *1(J) "(#;$" :
. wblcb ls oot otqoolc, lo tbe eoJ yoot wloe wlll cootolo tbe some cbemlcols, tbetell be less bot
tbetell be tbe some cbemlcols os tbe otbet wloe. 5o, ooywoy, beloq otqoolc ls fot sote o blt beuet,
bot, ot tbe some ume, lf yoo Joot Jtlok lltets ooJ lltets of wloe, l Joot teolly tblok lt cbooqes
sometbloq fot yoot beoltb
(1exL unlL n 2633, hl = 0,01, lndlvldual n 32, Women, 30 Lo 34 yrs).
Cne of Lhe weaknesses of Lhe A8 label ls LhaL lL does noL provlde any soluuon Lo Lhe LasLe
performance-relaLed rlsk menuoned ln Lhe lnLervlews as lL -) 1*$ # 73#,#1$(( $"#$ $"( 6-1( 6-;;
$#)$( 7**/ :
. Actoolly, otqoolc oqtlcoltote meoos tbot tbe wloe bos beeo ptoJoceJ olooq otqoolc ootms, bot
tbot Joesot oecessotlly meoo tbots lts qooJ, lt jost meoos tbot lts beeo ptoJoceJ lo o cettolo woy
(1exL unlL n 3229, hl = 0,01, lndlvldual n 40, Man, 23Lo 29 yrs).
H-). ,(/32$*,) I B,*:-4-$&
B,*:-4-$& (8ergadaa and uel 8ucchla, 2009), -) # )$,*17 (;(4(1$ *+ Lhe consumers' 2"*-2(
S(#,?& #22()) ls menuoned :
. l oseJ to boy ftom tbe wloe qtowet bot oo looqet so becoose tbot wloe qtowet wos lo tbe MJoc
ooJ l oo looqet bove tbe oppottoolty to qo to 8otJeoox
(1exL unlL n7283, hl = 0.01, lndlvldual n 89, Men, 40 Lo 44 yrs)
1he respondenLs are also looklng for "34#1 2;*)(1()), parucularly wlLh wlne merchanLs :
. l tolk wltb tbe soles osslstoot, l oeeJ to tolk, lts oo oppottoolty to tolk oboot wloe. 8eslJes, lts
olwoys ftleoJly ooJ, eojoyoble
(1exL unlL n 6192, hl = 0.01, lndlvldual n 76, Man, 40 Lo 44 yrs)
1he 6-1( ',*2())-17 ',*:-4-$& ls also a deLermlnlng facLor ln Lhe cholce of wlne :
. wloe qtowets ptoJoce tbelt owo wloe. lJ totbet ose tbls kloJ of Jlsttlbouoo cboooel tboo qo
tbtooqb cbolo Jlsttlbotots. oo koow bow lt ls moJe
(1exL unlL n7200, hl = 0.01, lndlvldual n 88, Man, 30 Lo 34 yrs)
Slmllarly, 2;*)(1()) $",*37" -/(1AK2#A*1 plays a parL ln Lhe cholce of wlne :
. os l wos tellloq tbeo,l Joot koow mocb oboot wloe. l ftst look fot ptoJocts ftom tbe 5ootb-west,
ooJ see lf tbete ote some potucolotly ftom Collloc lo tbe sopetmotket wbete l osoolly qo .becoose
lm pteuy sote lll qet sometbloq qooJ. 8eslJes, l llve oeotby, so l feel lts o qooJ tbloq to coosome tbe
fooJ ot wloe ftom yoot teqloo
(1exL unlL n20, hl = 0.01, lndlvldual n 1, Woman, 33 Lo 39 yrs)
=-)23))-*1
N"*,$ *, ;*17M$(,4 '"&)-2#; ,-). -) 1*$ '(,2(-5(/ #) # 4#E*, ,-). by consumers :
1he prlnclple of homeosLasls ls used Lo [usufy LhaL Lhe level of consumpuon complles wlLh a sLandard under
whlch wlne consumpuon ls meanL Lo have no deLrlmenLal lmpacL on one's healLh
1he nanclal, LasLe performance-relaLed, self-esLeem and psychosoclal rlsks do lmpacL Lhe
consumers' purchaslng acuons
1here ls an obvlous dlscrepancy beLween our acLual resulLs and Lhose LhaL could have been
expecLed :
Lven when sumulaung Lhe respondenLs, Lhelr dlscourse remalns neuLral and almosL dlsLrusuul of labels
whose names Lhey know buL whose conLenLs Lhey lgnore
@*1)34(,) ,(;& *1 T =DU V )$,#$(7-() such as proxlmlLy, lnLerpersonal LrusL or slmply relylng on
sensory lndlcaLors such as LasLe
B,*:-4-$& (8ergadaa and uel 8ucchla, 2009), under all lLs forms, (access, relauonshlp,
ldenucauon, processlng, funcuonal proxlmlLy) ';#&) # 4#E*, '#,$ -1 ,(#))3,-17 2*1)34(,) #?*3$W
-1 $"(-, 2"*-2( (uamperaL, 2006 , PeraulL-lournler and ol., 2012, 2014)
F#1#7(,-#; -4';-2#A*1)
Carry on wlLh prevenuon measures concernlng Lhe physlcal rlsks enLalled by alcohol consumpuon :
Consumers seem Lo be sull Lhlnklng LhaL lL's Lhe nelghbour who drlnks Loo much wlne and LhaL Lhelr own
consumpuon ls qulLe safe
1he way forward : urlnklng a llule Loo much everyday ls rlsky for your llfe" nauon lnsuLuLe for revenuon and
PealLh
ln order Lo lessen Lhe nanclal and LasLe performance-relaLed rlsks :
Wlne deparLmenLs mlghL also be reorganlzed accordlng Lo wlne LasLes raLher Lhan only accordlng Lo geographlcal
orlgln
Wlne Lasung sesslons should be organlzed
lmplemenL greaLer closeness wlLh consumers (PeraulL-lournler and ol., 2012, 2014) :
B,*:-4-$& -1 $(,4) *+ #22()) I SupermarkeLs and wlne merchanLs do meeL Lhe requlremenL of by oerlng wlnes
from all geographlcal orlglns
X34#1 2;*)(1()) -1 ,(;#A*1)"-') #1/ ',*2())-17 ',*:-4-$& : lnvlLe wlne producers Lo lnLroduce Lhelr wlne and
wlne-maklng meLhods on sales premlses
0312A*1#; ',*:-4-$& I Wlne-Lasung sesslons wlll glve consumers Lhe guaranLee Lhey wlll nd Lhe producL Lhey are
looklng for
B,*:-4-$& $",*37" -/(1AK2#A*1 I Wlne produclng reglons musL lmprove Lhelr lmage so as Lo develop a sLrong
feellng of proxlmlLy Lhrough ldenucauon wlLh wlne consumers
!"#$ $&'() *+ ,-).) /* 0,(12" 2*1)34(,) '(,2(-5( 6"(1
'3,2"#)-17 6-1( 8
91 (:';*,#$*,& )$3/&
<*,-() =(1-)
AssoclaLe rofessor ln Markeung
unlverslLy of 1oulouse ll - lu1 de llgeac
LaboraLory L8mlp
denls.borles[unlv-Llse2.fr
-
>#?*,/( @",-)A#1
AssoclaLe rofessor ln Markeung
unlverslLy of 1oulouse ll
LaboraLory CL81C-LAS1 - uM8-Cn8S 3044
chrlsuan.laborde[unlv-Llse2.fr
B-2"*1 B#3;
AssoclaLe rofessor ln Markeung
unlverslLy of 1oulouse ll
lS1PlA - 1oulouse School of 1ourlsm, PosplLallLy ManagemenL and
lood SLudles
LaboraLory CL81C-LAS1 - uM8-Cn8S 3044
paulplchon[hoLmall.com
-
B-2"*1 0,C/C,-2
AssoclaLe rofessor ln Markeung
ln-LnsaL 1oulouse
LaboraLoLy ul8CC -8ordeaux unlverslLy
frederlc.plchon[lcloud.com
21