Articlediamond2013

The Role of Gender and Situational Factors in Wine Consumption of Generation Y

10 citations0/0 files storedSouth East European Journal of Economics and Business

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Wine Industry and Tourism Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

Abstract The purpose of this study is to analyze the factors influencing wine consumption of Generation Y consumers in the context of two countries from South-Eastern Europe (Bosnia -Herzegovina, and Croatia). Analysis reveals that self-expression, sociability, tradition and food are significant predictors of wine consumption. Multivariate regressions have been applied in order to explain the influences of the abovementioned factors on wine consumption. Research findings show that specific gender and situational differences exist in the wine consumption behaviour of Generation Y. This paper discusses theoretical, empirical and practical implications, and offers ideas for further research

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.1997Modernization and Postmodernization: Cultural, Economic, and Political Change in 43 Societies 2011Construct Measurement and Validation Procedures in MIS and Behavioral Research: Integrating New and Existing Techniques1 2003When generations collide: who they are, why they clash, how to solve the generational puzzle at work 2011Consumer behaviour and sensory preference differences: implications for wine product marketing 2006Market segment analysis to target young adult wine drinkers 2002When Generations Collide: Who they are. Why they Clash. How to Solve the Generational Puzzle at Work

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