Séminaire le 21 juin

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Séminaire le 21 juin

Séminaire le 21 juin 2017

Olivier Gergaud, professeur en économie à KEDGE - Bordeaux Business School, nous présentera l’exposé : "Sustainable Practices and Wine quality »

Abstract

The growing demand for ecologically and environmentally sustainable products has created a boom in the field of green marketing, with businesses competing to successfully advertise the benefits of their eco-friendly products. The wine industry is no exception. Numerous wineries are now using eco-certifications such as organic certification and biodynamic certification to communicate about their sustainable practices. At the same time many wineries are adopting sustainable practices without third party certification. In France for example, some wineries self-proclaim themselves "Lutte Raisonnée" (the reasoned fight), which means a pragmatic and flexible approach to sustainability without the rigidity of a standard with third party certification.

The presence of these different sustainable practices raises the question of their comparative value. While previous research (Delmas, Gergaud & Lim, 2016) estimates that third party eco-certification, such as organic and biodynamic certifications, led to increased quality as evaluated by experts, it is unknown whether non-certified sustainable practices are also associated with quality improvements. Evaluating the effectiveness of non-certified sustainability practices is challenging to the difficulty to identify those that have adopted them since they are self-proclaimed. In this paper, we evaluate the value of third party eco-certification on wine quality as compared to self-proclaimed sustainable practices as well as conventional practices. To do so, we use French data on quality ratings with information on eco-certified and non-eco certified wine practices. The wine market is especially suited to an investigation of the connection between eco-certification and quality; unlike many products of agriculture, wine is a highly differentiated good for which quality ratings are published monthly. This allows us to control for a broad range of characteristics such as vintage, varietal, and price in order to isolate the effect of eco-certification on quality. 

A total of 141,747 wines has been analyzed. Preliminary findings indicate a significant difference between the quality of eco-certified practices as compared to conventional practices, but also as compared to sustainable practices that are not certified. 

Voir aussi

Bibliographie 

Olivier Gergaud is Professor of Economics at KEDGE Business School (Bordeaux campus) and affiliate researcher at LIEPP in Sciences Po Paris. He holds a Ph.D. from the University of Reims, 2000 and an accreditation to supervise research from Sciences-Po Paris, 2009. His research areas are Cultural Economics, Wine Economics, Sports Economics, Economics of Pro-Social Behavior and Restaurants Economics. He has been visiting professor at different European (Sciences Po Paris, Université Libre de Bruxelles) and North American universities (NYU, UCLA, HEC Montréal). He has been awarded several prizes including the President's prize during the 12th International Conference of the Association for Cultural Economics International (ACEI) and a Certificate of Merit for his Ph.D. from the French Economic Association. Olivier Gergaud has published several papers on different topics in applied economics, some of which appeared in international journals such as Economic Journal,Economic Inquiry, Journal of Portfolio Management, Family Business Review, Journal of Economic Behavior and Organization, Oxford Bulletin of Economics and Statistics, Journal of Wine Economics,Journal of Cultural Economics and got substantial coverage in the media (e.g., The New York Times, The Guardian, The Sunday Telegraph, The Washington Post, The Los Angeles Times, Financial Time, Le Monde, France 2, France 5, RFI, etc.). In addition, he serves on the Editorial Advisory Board of the Journal of Wine Economics and on the Editorial Board of the Journal of Prediction Markets.

Date de modification : 14 août 2023 | Date de création : 07 juin 2017 | Rédaction : OG, DP