Intergenerational transmission :
Résumé
The aim of this paper is to explore French generation Z wine consumer behavior process.
Our primary goal is to highlight the relation between wine and health through the concept of
intergenerational transmission. This research proposes to understand the influence of the previous
generations on wine consumption and on health perception of Gen-Zers. A qualitative research was
conducted with a sample of wine makers (18) and Gen-Zers consumers (40) of Toulouse, France, in
2018. The results were analyzed using thematic coding with Nvivo. Concerning findings, generation Z
wine consumer behavior is mainly influenced by their family and the wine industry as wine education
transmitters. Healthier wine and traditional taste are significant on wine purchasing for this generation
and health perception for Gen-Zers is based on the cultural "French paradox" phenomenon. This
research can be of interest for market researchers and wine firms trying to undertake appropriate
marketing decisions concerning Gen-Zers
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