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EnglishThe objective of this study was to investigate the purchase intention and the importance of landscape quality in the wine market. Therefore, we developed a choice experiment aiming at a group of respondents involved in blind wine tasting sessions. The results highlighted that the importance of wine characteristics for the respondents varied greatly and that an attractive landscape had an effect on wine perception. Indeed, we noticed that associating the wine to an image with a striking visual impact, i.e. an evocative landscape, induced a substantially higher preference for the wine purchase. Moreover, the application of random parameter Logit models led to the conclusion that the respondents, although homogeneous from a social and demographic point of view, had a different approach to wine evaluation or appreciation, and that the ability to choose a good wine was related to age. francaisL'objectif de cette etude est d'analyser l'intention d'achat et l'importance de la qualite du paysage sur le marche vitivinicole. A cette fin, nous avons developpe une experience de choix visant un echantillon de personnes interrogees lors d�une degustation de vins a l�aveugle. Les resultats obtenus indiquent que l�importance attribuee aux caracteristiques du vin varie considerablement et qu�un paysage attractif influe sur la perception du vin. En fait, nous avons constate que l'association du vin a une image ayant un impact visuel significatif, c'est-a-dire un paysage suggestif, induit une preference nettement plus elevee pour l'achat du vin. En outre, l'application des modeles Logit a parametres aleatoires nous permet de conclure que meme si les participants sont assez homogenes sur le plan sociodemographique, ils ont une facon differente d'evaluer ou d�apprecier le vin. Il en ressort aussi que la propension a choisir un bon vin est liee a l'âge.
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