Cultural Influences on Preferred Export Destinations for Burgundy Pinot Noir
Efi Vasileiou
Effrosyni.vasileiou@bsb-education.com
Lara Agnoli
J. François Outreville
jeanfrancois.outreville@bsb-education.com
Many studies have explored the influence of culture, behaviors, and beliefs on food choices. Few studies have focused on wine consumption across different cultures. Among those that do, most have concentrated on comparisons within developed countries or between Western and Eastern cultural contexts. Additionally, some research has analyzed the social, cultural, and societal responses to drinking practices, including the role of wine in these dynamics. However, to date, no study in the literature analyzes the impact of cultural variables on the global demand for single-variety wines.
This study examines the magnitude of trade flows for Burgundy Pinot Noir wine to its primary importing countries. It focuses on the interplay of cultural, economic, and institutional factors in shaping these flows. Three research hypotheses are tested:
Hypothesis 1: Cultural variables significantly affect the import of Burgundy Pinot Noir wine.
Hypothesis 2: Burgundy Pinot Noir exports are influenced by a country’s degree of openness.
Hypothesis 3: A country’s economic environment significantly impacts its imports of Burgundy Pinot Noir wine.
Using secondary data from sources such as Eurostat, the World Value Survey, the World Bank, and Anderson and Nelgen (2021), this study employs the location intensity model to identify key determinants of Burgundy Pinot Noir imports. Preliminary results indicate that cultural values and economic variables both play critical roles in driving wine imports. These findings contribute to a deeper understanding of the dynamics of the iconic Burgundy Pinot Noir wine trade and provide insights into how cultural and economic factors interact to shape international trade patterns for high-value wines.
Efi Vasileiou is Associate Professor in the Economics and Social Science Department at Burgundy School of Business, Dijon, France. She holds a doctorate in economics (University of Paris 2-Assas). She worked for 12 years as an Assistant Professor of Economics in the Department of Business Administration and Economics at CITY College, Europe Campus of the University of York, Thessaloniki Greece. Her research interests include green innovation and sustainable economy, economics of happiness, human resources, behavioral economics and experimental economics. More recently, she has extended her expertise into agricultural and wine economics, exploring how these sectors adapt to green practices and how consumers perceive these new sustainable approaches. She participated in six European Horizon projects and in two national research projects. She is an external doctoral thesis supervisor at the Universitat Jaume I, Castellón-Spain and at the Management School at the University of Sheffield. Her research has been published in journals such as Research Policy, Technovation, Journal of Economic Psychology, Journal of Behavioral and Experimental Economics, Journal of Socio-Economics and Research in Economics.
Lara Agnoli (PhD) is Associate Professor in Wine Economics and Marketing at the School of Wine & Spirits Business at the Burgundy School of Business and head of the Department of Wine Business. Her research activity is focused on farmers behavior towards sustainable practices, and consumer and demand analysis, with particular focus on wine and spirits. She is principal investigator in three Horizon projects funded by EU. She is member of the board of the Academy of Wine Business Research and the European Association of Wine Economists, and part of the Italian delegation of expert in Commission III “Economics and Law” at the International Organization of Vine and Wine (OIV).
J. François Outreville (Ph.D.) is Professor Emeritus at the School of Wine and Spirits Business, Department of the Burgundy School of Business in Dijon. His research activity is targeting the economics of wine, beer and cider with particular focus on consumer demand and price analysis,
He was previously Adjunct Professor of Risk Management, Finance and Insurance at HEC Montreal in Canada and an Economist at the United Nations Conference on Trade and Development (UNCTAD), Geneva. He has been invited professor at the Collegio Carlo Alberto, University of Torino, the University of Economics in Prague, the Shanghai University of Finance and Economics, the National University of Singapore and the University of Texas in Austin. He has published extensively in academic and business journals on the economic role of financial intermediaries, risk management and financial education.