Wine consumption preferences among generations X and Y: an analysis of variability

María Carolina Rodríguez Donate · Margarita Esther Romero Rodríguez · Víctor Javier Cano Fernández

11 citations0/0 files storedBritish Food Journal

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Wine Industry and Tourism Consumer Market Behavior and Pricing Consumer Behavior and Market Dynamics

Abstract

Purpose This paper compares the socio-demographic features, wine consumption preferences and habits of individuals of Generations X and Y. The influence of age, as a life cycle effect, on individuals' consumption preferences from the same generation is analysed. In addition, the generational effect and period effect on consumption by each generation are studied to ascertain changes in preferences due to specific values of their birth cohort or period. Design/methodology/approach Mixed ordered logit models are estimated to identify which traits influence the probability of consuming a certain quantity of wine for each generation. The variability of the effects of different variables on the consumption decision is analysed in depth, as a reflection of the unobserved heterogeneity present in individuals' decisions. For this purpose, data from two exhaustive surveys carried out in Tenerife (Canary Islands) over a time interval of 13 years are used. Findings Individuals' age and period are relevant factors in the consumption decision. There are some similarities in the behaviour of both generations, although the variability of the effects of some individual traits is greater for Generation X. Originality/value This paper contributes to a better understanding of the profile of wine consumers from different generations through a joint analysis of age effects, period and cohort, which have rarely been addressed jointly in the literature. In addition, it provides an exhaustive analysis of the heterogeneity in consumption preferences that highlights the variability of the effects found.

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References

2000Mixed MNL models for discrete response 2013Millennial generation attitudes to sustainable wine: an exploratory study on Italian consumers 2006Market segment analysis to target young adult wine drinkers 2012Millennial wine consumers: Risk perception and information search 2011Generation Y as young wine consumers in New Zealand: how do they differ from Generation X?2020Generational cohort theory and wine: analyzing how gen Z differs from other American wine consuming generations 2011Generation Y and sparkling wines: a cross‐cultural perspective 2011How strong and generalisable is the Generation Y effect? A cross‐cultural study for wine

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