Title: The representations of wine in France from generation to generation: a dual generation gap
Author: Thierry Lorey, Pascal Poutet
I.A.E Toulouse 1 Capitole University, CRM-EAC 5032, France; ESC Pau, 3 Saint John Perse Street BP7512, Pau Cedex, France.
Self-development Department, ESC Pau, 3, Saint John Perse Street BP7512, Pau Cedex, France
Abstract: The aim of this paper is to study and compare wine representations in France on a 'generation' basis, that is to say the generation of young adults, and those of their parents and grandparents, in order to better understand the link between representations and wine consumption. The qualitative approach adopted, which integrates the weight of non-consumers and women, highlights the weakening of imaginative representations linked to national identity through a dual generation gap, as well as the emergence of less favourable representations. In other words, this research poses the question of the transmission of the French wine heritage to future generations.
Keywords: wine representations; generation gaps; qualitative approaches; French wines; wine heritage; France; young adults; parents; grandparents; older people; wine consumption; alcohol; non-consumers; consumers; women; gender; imaginative representations; national identity; dual generations; future generations; heritage transmission; small and medium-sized enterprises; SMEs; entrepreneurs; entrepreneurship; R&D; research and development.
Int. J. of Entrepreneurship and Small Business, 2011 Vol.13, No.2, pp.162 - 180
Available online: 20 Jun 2011