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IVES 9 IVES Conference Series 9 OIV 9 OIV 2024 9 Short communications - Economy and law 9 For a phenomenology of terroir. A consumers’ perspective

For a phenomenology of terroir. A consumers’ perspective

Abstract

This study investigates the notion of terroir by applying a phenomenological approach, focusing on the subjective experience of consumers. We will consider how terroir is described by consumers in order to gauge their subjective viewpoint and understand their way of describing and defining this spatiality.  Specifically, we will address the following research questions: i) how is terroir described by the consumer? Ii) to what extent the descriptions given by consumers shares commonalities with those offered by wine experts? To conduct this analysis, we will rely on a sample of 525 respondents from france who responded to a questionnaire containing, among other socio-demographic questions, an open-ended query about the meaning of the term “terroir” to them. We will analyze this sample using a phenomenological approach, namely the philosophical method aimed at the rigorous description of subjective experience. We will ground our analysis in recent efforts to adapt phenomenology for empirical investigation (gallagher, schmicking 2010; gallagher 2013), adopting in particular an interpretative phenomenological analysis [ipa] (smith, flowers, larkin, 2009). Applied to terroir, this will involve examining respondents’ answers to “extract” the different conceptions and modes of spatiality that emerge from their descriptions.  To this end, at first, we will conducting a phenomenological analysis of the expressions found in the responses, based on existential directions connected to space (binswanger 1930; binswanger 1935; cabestan and dastur, 2011). Subsequently, through a more in-depth comparison with theory, we intend to dissect the different ways of understanding spatiality, relying in particular on analyses of spatiality conducted by binswanger (binswanger 1930, binswanger 1935) and merleau-ponty (merleau-ponty 1945) for nuanced insights. This analysis centered on consumers and their way of describing, expressing, and imagining terroir can indeed have important implications in the study of this concept, with significant impacts on the agricultural and food sector, particularly within the wine industry sector. It can highlight any deviations from how terroir is conceived by those who work in and with it, namely wine producers or agricultural product producers in a given terroir, as well as for those involved in marketing wine and those who theorize about it. 
Bibliography.  – Binswanger, L. (1930). Introduction à l’analyse existentielle. Paris, France: minuit. – Binswanger, L. (1935). Le problème de l’espace en psychopathologie. Paris, France: presses universitaires du mirail. – Cabestan, P., & Dastur, F. (2011). Daseinsanalyse: phénoménologie et psychiatrie. Paris, France: Vrin. – Charters, S., Demossier, M., Dutton, J., Harding, G., Maguire, J. S., Marks, D., & Unwin, P. T. H. (Eds.). (2022). The routledge handbook of wine and culture. London, uk: routledge. – Charters, S., Spielmann, N., & Babin, B. J. (2017). The nature and value of terroir products. European journal of marketing, 51(4), 748-771. – Dutton, J., & Howland, P. (2019). Wine, terroir and utopia. Routledge. – Gallagher, S., & Zahavi, D. (2020). The phenomenological mind. London, England: Routledge. – Merleau-Ponty, M. (1945). Phéménologie de la perception. Paris, France: Gallimard. – Tindall, L. (2009). Smith, J. A., Flowers, P., & Larkin, M. (2009). Interpretative phenomenological analysis: theory, method and research. London, England: sage.

Fenomenologia del terroir. Una prospettiva dei consumatori

Questo studio esplora la nozione di terroir attraverso un approccio fenomenologico, concentrandosi sull’esperienza soggettiva dei consumatori. Esamineremo come il terroir viene descritto dai consumatori al fine di valutare il loro punto di vista soggettivo e comprendere il loro modo di descrivere e definire questa spazialità. In particolare, affronteremo le seguenti domande di ricerca: i) come viene descritto il terroir dai consumatori? Ii) in che misura le descrizioni fornite dai consumatori condividono similitudini con quelle offerte dagli esperti del vino? Per condurre questa analisi, ci affideremo a un campione di 525 intervistati francesi che hanno risposto a un questionario contenente, tra le altre cose, una domanda aperta sul significato del termine “terroir” per loro. Analizzeremo questo campione utilizzando un approccio fenomenologico, in particolare il metodo filosofico mirato alla rigorosa descrizione dell’esperienza soggettiva. Basando la nostra analisi sugli sforzi recenti di adattare la fenomenologia all’indagine empirica (gallagher, schmicking 2010; gallagher 2013), adotteremo in particolare un’analisi fenomenologica interpretativa [ipa] (smith, flowers, larkin, 2009). Applicata al terroir, che comporterà l’esame delle risposte dei partecipanti per “evidenziare” le diverse concezioni e modalità di spazialità che emergono dalle loro descrizioni. A tal fine, condurremo inizialmente un’analisi fenomenologica delle espressioni trovate nelle risposte, basata sulle direzioni esistenziali legate allo spazio (binswanger 1930; binswanger 1935; cabestan e dastur, 2011). Successivamente, attraverso un confronto più approfondito con la teoria, intendiamo analizzare in dettaglio le diverse modalità di comprensione della spazialità, facendo affidamento in particolare alle analisi condotte da binswanger (binswanger 1930, binswanger 1935) e merleau-ponty (merleau-ponty 1945) per ottenere una classificazione più approfondita. Questa analisi centrata sui consumatori e sul loro modo di descrivere, esprimere e immaginare il terroir può avere importanti implicazioni nello studio di questo concetto, con significativi impatti nel settore agricolo e alimentare, in particolare nel settore vinicolo. Può mettere in evidenza eventuali discrepanze rispetto al modo in cui il terroir è concepito da coloro che lavorano con esso, ovvero produttori di vino o produttori agricoli in un determinato terroir, così come per coloro che si occupano del marketing del vino e coloro che lo teorizzano.  
Bibliografia.   – Binswanger, L. (1930). Introduction à l’analyse existentielle. Paris, France: minuit. – Binswanger, L. (1935). Le problème de l’espace en psychopathologie. Paris, France: presses universitaires du mirail. – Cabestan, P., & Dastur, F. (2011). Daseinsanalyse: phénoménologie et psychiatrie. Paris, France: vrin. – Charters, S., Demossier, M., Dutton, J., Harding, G., Maguire, J. S., Marks, D., & Unwin, P. T. H. (eds.). (2022). The routledge handbook of wine and culture. London, UK: routledge. – Charters, S., Spielmann, N., & Babin, B. J. (2017). The nature and value of terroir products. European journal of marketing, 51(4), 748-771. – Dutton, J., & Howland, P. (2019). Wine, terroir and utopia. Routledge. – Gallagher, S., & Zahavi, D. (2020). The phenomenological mind. London, England: routledge. – Merleau-Ponty, M. (1945). Phéménologie de la perception. Paris, France: Gallimard. – Tindall, L. (2009). Smith, J. A., Flowers, P., & Larkin, M. (2009). Interpretative phenomenological analysis: theory, method and research. London, England: sage.

Phénoménologie du terroir. Une perspective des consommateurs

Cette étude examine la notion de terroir en appliquant une approche phénoménologique, en se concentrant sur l’expérience subjective des consommateurs. Nous examinerons comment le terroir est décrit par les consommateurs afin d’évaluer leur point de vue subjectif et de comprendre leur manière de décrire et de définir cette spatialité. Plus précisément, nous aborderons les questions de recherche suivantes : i) comment les consommateurs décrivent-ils le terroir ? Ii) dans quelle mesure les descriptions données par les consommateurs partagent-elles des similitudes avec celles offertes par les experts du vin ? Pour mener cette analyse, nous nous appuierons sur un échantillon de 525 répondants français ayant répondu à un questionnaire contenant, entre autres, une question ouverte sur la signification du terme “terroir” pour eux. Nous analyserons cet échantillon en utilisant une approche phénoménologique, notamment la méthode philosophique visant à décrire rigoureusement l’expérience subjective. Nous ancrerons notre analyse dans les récents efforts visant à adapter la phénoménologie à l’investigation empirique (gallagher, schmicking 2010 ; gallagher 2013), adoptant en particulier une analyse phénoménologique interprétative [api] (smith, flowers, larkin, 2009). Appliquée au terroir, cela impliquera d’examiner les réponses des répondants pour “extraire” les différentes conceptions et modes de spatialité qui émergent de leurs descriptions. A cette fin, nous procéderons d’abord à une analyse phénoménologique des expressions trouvées dans les réponses, basée sur les orientations existentielles liées à l’espace (binswanger 1930 ; binswanger 1935 ; cabestan et dastur, 2011). Ensuite, par le biais d’une comparaison plus approfondie avec la théorie, nous entendons disséquer les différentes façons de comprendre la spatialité, en nous appuyant en particulier sur les analyses de la spatialité menées par binswanger (binswanger 1930, binswanger 1935) et merleau-ponty (merleau-ponty 1945) pour des éclairages nuancés. Cette analyse centrée sur les consommateurs et leur manière de décrire, d’exprimer et d’imaginer le terroir peut avoir d’importantes implications dans l’étude de ce concept, avec des impacts significatifs sur le secteur agricole et alimentaire, en particulier dans le secteur viticole. Elle peut mettre en lumière d’éventuelles divergences par rapport à la manière dont le terroir est conçu par ceux qui y travaillent, notamment les producteurs de vin ou les producteurs de produits agricoles dans un terroir donné, ainsi que pour ceux qui s’occupent du marketing du vin et ceux qui théorisent à son sujet. 
Bibliographie.  – Binswanger, L. (1930). Introduction à l’analyse existentielle. Paris, France: minuit. – Binswanger, L. (1935). Le problème de l’espace en psychopathologie. Paris, france: presses universitaires du mirail. – Cabestan, P., & Dastur, F. (2011). Daseinsanalyse: phénoménologie et psychiatrie. Paris, France: Vrin. – Charters, S., Demossier, M., Dutton, J., Harding, G., Maguire, J. S., Marks, D., & Unwin, P. T. H. (eds.). (2022). The routledge handbook of wine and culture. London, UK: routledge. – Charters, S., Spielmann, N., & Babin, B. J. (2017). The nature and value of terroir products. European journal of marketing, 51(4), 748-771. – Dutton, J., & Howland, P. (2019). Wine, terroir and utopia. Routledge. – Gallagher, S., & Zahavi, D. (2020). The phenomenological mind. London, England: routledge. – Merleau-Ponty, M. (1945). Phéménologie de la perception. Paris, France: Gallimard. – Tindall, L. (2009). Smith, j. A., Flowers, P., & Larkin, M. (2009). Interpretative phenomenological analysis: theory, method and research. London, England: sage.

Publication date: November 18, 2024

Issue: OIV 2024

Type: Article

Authors

Eleonora Montagner¹, Steve Charters¹, Lara Agnoli¹

¹ Burgundy School of Business – 29 Rue Sambin, Dijon, France

Contact the author*

Tags

IVES Conference Series | OIV | OIV 2024

Citation

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