Self-concept, product involvement and consumption occasions

Abstract

Purpose The purpose of this paper is to examine the extent to which consumer self-concept (self-esteem) and product involvement influences the wine purchase decision at the retail level given the anticipated consumption occasion. The predictive effects of self-concept on this interaction were also explored. Design/methodology/approach Data collection was in the independent specialist fine wine store environment in Sydney, Australia. Central to the study was the development of a 33-item multi-dimensional fine wine involvement scale (Cronbach’s α =0.846 for 26 final items) for measuring consumers’ involvement. Findings Wine product involvement deepens with age but low involvement consumers perceiving risk in making the wrong product choice may well purchase fine wines for situations where self-concept is a moderating factor. In the case of low involvement wine consumers a positive association exists between situational wine choice and self-concept but no significant differences exist for self-concept across any of the consumption occasions. Age and self-concept were both confirmed as linked to levels of consumption. The findings support the notion that wine consumers aged 45 years and older are significantly more disposed to purchase fine wine products. Practical implications For self-concept to be relevant to purchase it follows that the wine consumption occasion must be conspicuous. Originality/value This study is the first to examine the extent to which consumer self-concept and product involvement influences the wine purchase decision at the retail level given the anticipated consumption occasion.

Comparing stated and realized preferences for shade‐grown vs. conventionally grown coffee

“…This study examined the relationship between a general description of the benefits of shade‐grown coffee and respondents’ willingness to pay for these overall benefits. While we found general agreement between stated and realized preferences indicating convergent validity between stated and realized preference methods, purchasing one cup of shade‐grown coffee for personal consumption is a low involvement consumption context (Jaeger, Danaher, & Brodie, ; Kim, Lee, & Kim, ; Roe & Bruwer, ) where environmental and social product differentiation (ex. Fair Trade, Rain Forest certified, organic) is already common (Lewin et al, ).…”

Consumers’ perceptions of intrinsic and extrinsic attributes as indicators of safety and quality of chicken meat: Actionable information for public health authorities and the chicken industry

“…Another cluster of consumers, seemed to value intrinsic attributes more than extrinsic ones. Roe and Bruwer (2017) proposed that consumers with high meat product involvement rely on intrinsic rather than extrinsic attributes.…”

The Effect of Consumer Involvement in Light Lamb Meat on Behavior, Sensory Perception, and Health-Related Concerns

“…However, this interpretation does not take into account all aspects of involvement, such as the symbolic value due to a negative image, or even the importance of risk and risk probability. These features of involvement are important in relation to food products traditionally considered to be high-involvement food products, such as wine [32], olive oil [31], and fresh mussels [33]. These products have high prices and are complex, so the risk to fail when purchasing is also high [34].…”

“…[42,43]. Highly involved consumers make an effort to gain knowledge about a product [32] and are, therefore, less influenced by common beliefs about light lamb meat at the time of purchase than related intrinsic quality cues (e.g., the color of meat and fat) including desirable or undesirable characteristics, such as lamb age or unpleasant flavor. However, involvement also implies stronger beliefs about product attributes [44].…”