
Wine Economics and Policy, Journal Year: 2025, Volume and Issue: unknown
Published: March 18, 2025
This study explores the prejudices of Swiss residents toward consumers canned wine in context outdoor leisure activities. Despite convenience and environmental benefits wine, it faces resistance from consumers. We investigate whether holiday settings such as beach resorts, ski stations, desert safaris, parties could mitigate these biases, contexts might reduce ritualistic consumption patterns associated with drinking. Using a vignette study, evaluated personality traits across different scenarios. Our findings reveal that, overall, are judged negatively, particularly resort scenario, where like “health consciousness” “environmental friendliness” rated lower. Demographic factors, including age, gender, education, well cultural background, significantly influence judgements. Younger respondents expatriates showed less bias compared to older more traditional residents, suggesting generational divide attitudes. These results underscore need for targeted marketing strategies address persistent stereotypes foster positive image among diverse consumer segments.
Language: Английский