Wine choice and drivers of consumption explored in relation to generational cohorts and methodology

MacDonald, Jasmine; Saliba, Anthony; Bruwer, Johan

doi:10.1016/j.jretconser.2013.01.013

Cited by 45 publications

(31 citation statements)

References 26 publications

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“…In particular, even if some studies [68,69] indicate no difference for environmental involvement between millennials and non-millennials, our results showed that when focusing on specific issues of environmental sustainability, significant differences exist. In particular, the young generation is more sensitive to energy issues (e.g., use of renewable energy) and less to the possession of environmental certification by the winery.…”

Section: Discussioncontrasting

confidence: 85%

Millennial Generation and Environmental Sustainability: The Role of Social Media in the Consumer Purchasing Behavior for Wine

et al. 2017

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Abstract:In the coming years, social media technology will have a crucial role in environmental involvement and in encouraging sustainable behaviors in the wine industry. Sustainable development is becoming a crucial topic for many consumers. Also, in the wine industry much research has been carried out to decrease the environmental impact, with a particular focus on renewable energy use, greenhouse gas emissions, pesticides reduction, water and waste management, biodiversity, soil and landscape preservation. In recent years, social media technologies have gained increased attention for their potential to amplify environmental concerns and encourage sustainable behaviors among people. This study aims to study the role of social media in the consumer purchasing behavior for wine between the millennial and non-millennial generations. A total sample of 2597 Italian wine consumer responses were collected and a structured questionnaire was used to test our hypothesis. The main results show that the greater the import the consumer places on the product/process dimension of environmental sustainability, the higher the self-selection in market segments. This is true for both millennials and non-millennials. The results show the power of social media to increase sustainability awareness and consecutively influence the consumer's buying behavior for wine (higher price segment). From a marketing perspective, companies should improve their capacity to share and communicate their environmental activities through social media.

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Section: Discussioncontrasting

confidence: 85%

Millennial Generation and Environmental Sustainability: The Role of Social Media in the Consumer Purchasing Behavior for Wine

et al. 2017

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“…The purpose of this research was to understand the importance of bottle design as a wine purchasing criterion in Portugal, given that in recent years many wineries have chosen to launch novel designs that differ from the traditional product and previous studies about the behaviour of wine consumers have not obtained homogeneous results that can be extrapolated to all geographic markets. The results obtained show that the most important criteria for Portuguese consumers are taste and aroma (in line with the results of other studies such as those of MacDonald et al 2013;Madureira and Nunes, 2013;Nunes et al, 2016). However, these intrinsic attributes can only be perceived after having tried the wine.…”

Section: Discussionsupporting

confidence: 88%

What Portuguese consumers care about when buying wine. How important is the design of the bottle?

Trindade-Carlos

Mera

García-Gallego

2019

Ciência Téc. Vitiv.

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In recent years, the Portuguese market has seen the launch of many new wine brands with novel designs that differ from the traditional products. However, there is not enough information about how the design of the wine bottle influences the brand selection process, nor about which segment of consumers most values this design as a purchasing criterion. In order to enhance the knowledge on this subject, a survey has been conducted on a sample of 437 wine buyers. The results show that taste, aroma and price are the most important criteria, while aspects related to design are less valued. Even so, three different segments of consumers can be identified, with the segment seeking value for money placing the most importance on the design of the wine bottle.

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“…Furthermore, the Millennial Generation, now aged between 18 and 35, has grown up in a period that has seen growing interest in new wine attributes, such as environmental, social and ethical sustainability (Pomarici and Vecchio, 2013). However, other researchers (see e.g., McCullough et al, 2012;MacDonald et al, 2013) demonstrated that there is no significant difference in environmental concerns between different age ranges. Further, as reported by Sogari et al (2013) in a study of Italian consumers, young people believe that sustainable claims embrace the whole vision of the winery, rather than only environmental aspects.…”

Section: Research Hypothesismentioning

confidence: 99%

Consumer attitude towards sustainable-labelled wine: an exploratory approach

Sogari

Corbo

Macconi

et al. 2015

International Journal of Wine Business Research

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Purpose – This paper aims to investigate, using an exploratory approach, how environmental values and beliefs about sustainable labelling shape consumer attitude towards sustainable wine. Design/methodology/approach – Data were collected with an online survey from 495 Italian wine drinkers in 2013. The survey was advertised through websites, blogs, social networks and emails. Based on background research and literature review, ten hypotheses were tested. Then a structural equation model was constructed using latent variables to test the causal links specified in the model. Findings – The results show that attitude towards sustainable-labelled wine is shaped by both environmental and quality beliefs about sustainable wine, while it is not affected by the economic dimension of sustainability. In addition, age appears to have a slight effect on attitude because young consumers seem to be more interested in sustainability aspects of food products than older people are. Practical implications – The paper suggests that company communication strategies should focus on sustainable issues to meet the requirements of environmentally conscious consumers. At the same time, sustainable certification on wine labels may help wineries to become more competitive using verifiable sustainable claims to differentiate their products. Originality/value – The work adds to the literature on wine marketing by evaluating which variables influence consumer attitude towards sustainable-labelled wine and, at the same time, to what extent sustainable aspects are important during wine purchase.

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Wine choice and drivers of consumption explored in relation to generational cohorts and methodology

Cited by 45 publications

References 26 publications

Millennial Generation and Environmental Sustainability: The Role of Social Media in the Consumer Purchasing Behavior for Wine

Millennial Generation and Environmental Sustainability: The Role of Social Media in the Consumer Purchasing Behavior for Wine

What Portuguese consumers care about when buying wine. How important is the design of the bottle?

Consumer attitude towards sustainable-labelled wine: an exploratory approach

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