What Types of Risks do French Consumers Perceive when Purchasing Wine? An Exploratory Study

The objective of this research is to gain a better understanding of consumers’ risk perception when purchasing wine and to identify which strategies they follow to reduce them. A qualitative study has been carried out through individual interviews of 90 respondents, between 20 and over 70 years, that covers wine purchasing habits, criteria of choice when purchasing wine, labels and risks associated with wine purchasing and drinking. The results of the study are somehow surprising as they reveal that short or long-term physical risk is not perceived as a major risk by consumers. On the contrary, the financial, taste performance-related, self-esteem and psychosocial risks do impact the consumers’ purchasing actions. The most significant implication of this research work focuses on the necessary implementation of greater proximity with consumers.