Samenvatting

This report was created during an internship in a new world wine importing company. This sector is in slight increase from year to year thanks to the popularization of its wines. However, the millennials are more in search of organic, biodynamic or natural wines. Indeed, a new method of consumption has appeared in recent years and is now undeniable: responsible and sustainable consumption. The question that prompted the writing of this report is based on the correlation of these two trends: the increase in the consumption of New World wines and responsible consumption, which tends towards local consumption. This report therefore aims to shed light on its knowledge gap and to enable stakeholders to better understand the future of the New World wine market. This aspect has led to a main question thanks to a literature review: What are the sustainable purchasing behaviors of wines from the new world by millennials in Angers, France? To answer this question, 3 topics will be addressed: sustainable criteria’s that influence the purchasing decisions of French millennials for food, the sustainable shopping decisions of millennials for wine purchase and the factors that influence consumer purchasing behavior for wines from the new world. In order to conduct this research a mixed method methodology have been set. The study was made thru an online survey. After analyzing the collected data, some main findings showed up: first of all, sustainability is a big aspect of the purchasing decisions of millennials but also to identify that environmental aspect is the biggest sustainable criteria that impact their purchase. Secondly, when millennials buy wines, they also pay attention to sustainability and environment aspect but in a less important measure than for food. This is mainly due to a gap of reflection in the impact of alcohol production environmental impact. Finally, actors that influence consumer when they buy wines from the new world in mainly the flavor and organoleptic aspects. After analyzing all the results, the major recommendation that show up is to adapt the wine production system in a more sustainable way and to ensure good organoleptic aspect. Furthermore, continuing to raise consumer awareness of labels, continuing to make labels independent and raising consumer awareness of sustainability in all its aspects are the main recommendations of this report.