Young adults and wine consumption a qualitative application of the theory of planned behavior

Abstract

Purpose – The aim of this study is to identify perceptions, attitudes and behavior of young adults concerning wine consumption, using the “theory of planned behavior” as a theoretical framework. Design/methodology/approach – The aim of this study is to identify perceptions, attitudes and behavior of young adults concerning wine consumption, using the “theory of planned behavior” as a theoretical framework. Findings – The major findings are that attitudes and subjective norms are, apparently, the components with most influence on behavior of young people in relation to wine consumption. For the consumers group, attitudes seem to be the most crucial component, especially the “interest in alcohol”. They drink it in special occasions for sociability and to disinhibit. Regarding the non-consumers group, the main attitude is “dislike taste”. Also the subjective norms, are very present, especially parents, society, friends and publicity, in consumers group. The non-consumers have the perception of greater parental induction to not consume wine. No significant differences were found between gender or educational system. Research limitations/implications – Concerning the results, a limited, convenience sample, was employed and this is assumedly an exploratory study. Therefore the results cannot be considered to represent a broad section of the groups studied. Still sample related, only Portuguese young adults students were studied. Social implications – This research can contribute not only for the knowledge relating to Portugal as a wine consuming environment but also to the general area of attitudes and perceptions of young people towards moderate wine consumption. As today young adults, novice or potential wine consumers will be the next generation of wine consumers, it can be beneficial for wine marketers to focus on this target population aiming at exploring further their engagement with wine. Originality/value – This research has an originally approach to wine consumption by young adults once it focus and explore the non-problematic behavior of young adults about wine consumption. The results of this study can contribute to the development of targeted advertising and publicity of the wine industry, in order to promote moderate wine consumption among young adults.

Perception of the Attributes of Sherry Wine and Its Consumption in Young People in the South of Spain

“…), but we can even find fewer studies that focused their population study on the youth segment [9]. Thus, as Silva, Figueiredo, Hogg, and Sottomayor [10] suggested, research has focused primarily on quantitative studies on trends in wine consumption in adults, and when they have focused on the youth group, they have only focused on issues related to consumer abuse [11][12][13][14]. Nevertheless, some knowledge of the elements that motivate the non-abusive consumption of wine among young people will help wine producers have a better idea of how future consumers will react, as well as to better understand their expectations [15].…”

“…In this sense, research on the preferences of young people for the attributes of wine has concluded that characteristics such as price, taste and brand value are reasons related to their choice [16][17][18]. In the case of young people, the price of wine is one of the main reasons that can lead to the choice of cheaper alcoholic beverages [19][20][21], and the taste of wine is frequently indicated as the main reason for aversion among young non-consumers [10]. Therefore, as Capitello, Agnoli, and Begalli [22] pointed out, when it comes to reaching young consumers, marketing approaches should be specially adapted to them, promoting communication for educational purposes, acknowledging intrinsic and sensorial signals of wine, such as aroma and flavor, among others.…”

“…Similarly, aesthetic aspects, such as packaging and labelling, are also important attributes that explain the choice of this product among young people [10,25]. Elliot and Barth [26] found that the wine choices that young people make (defined as Millennials by the authors) are fundamentally influenced by extrinsic type factors (bottling, labelling, and design) rather than by the characteristics of the product itself (producer, country of origin, type of wine, graduation, quality or solera).…”

Improving Employees Behavior through Extension in Theory of Planned Behavior: A Theoretical Perspective for SMEs

“…Their impacts are supposed to be in line, which is the possessions can be demonstrated by means of preservative prototypes. Silva, Figueiredo, Hogg and Sottomayor (2014) said that intention heads straight away to behavior, and is resolute by the collaboration of three dissimilar and significant experiences: attitudes, subjective norms and perceived behavior controls. Attitude toward the behavior is an individual's global valuation of the behavior.…”

“…Attitude toward the behavior is characterized as "a man's general sentiment idealness or un-favorableness for that behavior". Silva, Figueiredo, Hogg and Sottomayor (2014) said that intention heads straight away to behavior, and attitude toward the behavior is an individual's global valuation of the behavior. Healy, Joram, Matvienko, Woolf and Knesting (2015) investigated the Impact of an intuitive eating education program on high school students eating attitudes and suggested that IE instruction persuade the attitude on eating healthy.…”