Abstract
While the determinants of wine consumption have been analysed both in terms of socio-demographic segmentation, ratings, and prices, very little is known about the social influences that may affect wine consumption and purchases. To address this, we conduct an empirical investigation using a hypothetical survey among the Generation Z (born between 1995-2010) to understand which characteristics of wine are likely to signal positive traits of the person making the purchase. We find that the type of wine, the country and exterior characteristics of the product such as packaging and closure have a strong signalling value regarding the socioeconomic status, the competence and personality traits of the buyer. The region where the wine is produced has also a significant but less pronounced effect on the inference people make about the buyer.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
2021 Special Focus–Making Sense from Taste: Quality, Context, Community
KEYWORDS
Wine, Consumption, Social Image
