Measurement of consumers' wine-related knowledge

Georges Giraud (1) , Cléo Tebby (2) , Corinne Amblard (3)

1 CESAER - Centre d'Economie et de Sociologie Rurales Appliquées à l'Agriculture et aux Espaces Ruraux
2 INERIS - Institut National de l'Environnement Industriel et des Risques
3 VAS - VetAgro Sup - Institut national d'enseignement supérieur et de recherche en alimentation, santé animale, sciences agronomiques et de l'environnement

It is stated, according to the paradigm of knowledge-based economy, that information asymmetry between consumers and producers is reduced thanks to information availability and dissemination through the Internet or other media channels. Conversely to this statement, several articles have pointed out that knowledge-based economy reinforces the information asymmetry between experts and novices among the consumers. Accordingly, we consider the heterogeneity of consumers by means of k-means clustering applied to a knowledge-oriented questionnaire. We then try to identify and qualify the differences between several groups of French respondents regarding their attitudes and behaviour towards wine.

Mots clés: WINE; KNOWLEDGE-BASED ECONOMY; CONSUMER CLUSTERING

Domaines: Toxicologie; Sciences de l'environnement

Georges Giraud, Cléo Tebby, Corinne Amblard. Measurement of consumers' wine-related knowledge. Enometrica, 2011, 4 (1), pp.33-42. ⟨ineris-00961770⟩