Differences among baby boomers, Generation X, millennials, and Generation Z wine consumers in Lebanon

Köksal, Mehmet Haluk

doi:10.1108/ijwbr-09-2018-0047

Cited by 46 publications

(56 citation statements)

References 45 publications

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“…This wine could be considered a wine which every respondent was familiar with. Moreover, according to Mueller Loose et al (2011) and Koksal (2019), it seems that millennial wine consumers drink significantly more white wines.…”

Section: Materials and Methods 41 Datamentioning

confidence: 99%

Italian millennials' preferences for wine: an exploratory study

Nassivera

Gallenti

Troiano

et al. 2020

BFJ

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PurposeThis paper aims to investigate the wine consumption among young people belonging to the so-called millennial generationDesign/methodology/approachThis study uses a questionnaire and a choice experiment (CE) with a multinomial logit model (MNL), implementing a random parameter logit model (RPL), to investigate the attitudes of millennials towards wine consumption, their purchasing behaviours and their willingness to pay for attributes of the products; in particular regarding the follwing: region of origin, “winescape”, certification, carbon footprint claim and price.FindingsMillennials appear to drink wine less frequently; they consume it more often in social on-premise settings, having a slightly higher willingness to pay and preferring carbon-neutral brands when choosing wine.Research limitations/implicationsThe limitation of this research was the analysis of a simulated situation where consumers declared their intention to purchase and not the effective purchase behaviour in the market.Further research should investigate wider millennials groups, also using the new media communication tools that characterise the communication behaviour of Generation Y. In this way, it would be possible to interview a millennial group at the national or international level.Practical implicationsThe research identifies some characteristics of millennials’ habits that can take into account the strategies of wine companies in order to develop a constructive relationship with Generation Y in Italy.Social implicationsThis research contributes to knowledge regarding the wine consumption habits of Italian millennials.Originality/valueThis paper applies discrete choice models to consumption situations in order to analyse millennials' preference and their willingness to pay for some innovative attributes of wine, in particular the carbon footprint.

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Section: Materials and Methods 41 Datamentioning

confidence: 99%

Italian millennials' preferences for wine: an exploratory study

Nassivera

Gallenti

Troiano

et al. 2020

BFJ

View full text Add to dashboard Cite

show abstract

“…These are generational births defined as a cohort of people born within a particular period of time (Sandeen 2009 ). From the seven generation, it has birth range from generation to other generation (Koksal 2019 ). The Greatest generation was born from 1901–1927, Silent generation was born from 1928–1945, baby boomers were from 1946–1964, X generation was from 1965–1980, Millennials were from 1981–1997, Z generation was from 1998–2010, and Generation Alpha is 2011–2025 (Bejtkovsky 2016 ).…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

Continuance intention of baby boomer and X generation as new users of digital payment during COVID-19 pandemic using UTAUT2

et al. 2021

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The emergence of social distancing and stay at home regulations during the COVID-19 pandemic directly affects people’s lifestyle, including baby boomers and X generation. Many of them have started using digital payments for online or offline transactions to minimize contact with others. This study aims to analyze the continuance intention of the baby boomers and X generation toward the use of digital payments using UTAUT2 (Unified Theory of Acceptance Technology). Data were collected from 320 users with an age range of 40–74 who had just started using digital payments during this pandemic. Structural equation modeling has been used to analyze the data. The result indicates that UTAUT indicators positively affect user satisfaction. User satisfaction positively affects inertia. Overall satisfaction and inertia positively affect continuance intention. Therefore, digital payment companies and banks with digital services can expand their target market beyond Millennials and pay more attention to the older generation like baby boomers and X generation. Managers can find the results of this study useful and beneficial to develop their marketing strategy and take advantage of this situation to increase digital payment users to a broader age range.

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“…Moreover, cross-generational differences were studied in retailing regarding products in the non-food sector [74][75][76][77], in technology adoption or purchase [78,79], as well as politics [80]. Finally, several academic papers were detected in the food and beverage sector (non-organic) and multigenerational differences [81][82][83].…”

Section: Literature Reviewmentioning

confidence: 99%

Generational Differences toward Organic Food Behavior: Insights from Five Generational Cohorts

2020

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One of the pathways to sustainable food consumption behaviour is the purchase and consumption of organic food products. This paper offers insights into the behaviour exercised by five generational cohorts toward organic products, i.e., Generation Z, Generation Y, Generation X, Baby Boomers, and the Silent Generation. A qualitative and quantitative research methodology is implemented, with the field research providing 1562 valid questionnaires over a nine-month period. Generational differences are explored in terms of purchasing behaviour, attitudes, and the effect of the economic crisis on the purchasing of organic food. Results unveil that all generational cohorts demonstrate a favourable attitude toward organic food, and they identify the economic crisis as an effect of low purchase behaviour. Additionally, findings reveal that in all cases, generational cohort differences do exist. Government policy through marketing communications can be adapted to determine the advantages of organic food compared to conventional ones, persuade consumers about the benefits, and, thus, reinforce favourable attitudes in association with economic crisis conditions.

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Differences among baby boomers, Generation X, millennials, and Generation Z wine consumers in Lebanon

Cited by 46 publications

References 45 publications

Italian millennials' preferences for wine: an exploratory study

Italian millennials' preferences for wine: an exploratory study

Continuance intention of baby boomer and X generation as new users of digital payment during COVID-19 pandemic using UTAUT2

Generational Differences toward Organic Food Behavior: Insights from Five Generational Cohorts

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