Intergenerational dynamics and sustainable wine purchase in light of the theory of planned behavior: testing a conceptual model

Journal of Consumer Marketing, Journal Year: 2025, Volume and Issue: unknown

Published: March 27, 2025

Purpose This study aims to explore the sustainable wine consumption behavior of Italian consumers (Generation Y and Generation Z) using theory planned (TPB) incorporating additional variables − environmental citizenship perceived knowledge. Conducted in Italy, one leading countries production, this research seeks understand determinants influencing intention purchase wine. Design/methodology/approach The uses a pilot followed by quantitative approach. Specifically, study, conducted through two distinct sessions focus groups, has allowed determination formative variable associated with TPB: subjective norms. Structural equation modeling was then used examine possible effects attitudes, norms, behavioral control, knowledge on Findings results highlight significant influence social factors purchasing intentions. attitude, control similarly affect both Z Y, latter being most strongly influenced citizenship. In addition, findings indicate that women display higher Originality/value extends original TPB framework integrating pivotal constructs: Counterintuitively, show Gen is keener buy try because stronger citizenship, which not considered for Z. Positioning itself within body consumption, particularly context present advances understanding behavior, expounding generational disparities, thereby enriching academic discourse equipping practitioners insights formulate efficacious marketing strategies.

Language: Английский

Research on factors influencing household consumption-take wine as an example

Theoretical and Natural Science, Journal Year: 2024, Volume and Issue: 38(1), P. 178 - 183

Published: June 24, 2024

It has been a great increase on wine consumptions these years. This article aims to identify those of the factors that have an impact and perform clustering summarize customer segmentation markets. The method stratified multiple linear regression stepwise are used in this article. analysis fourteen important may effect consumption survey 2240 registered consumers. Through research article, it can be concluded is strongly related age, education, income, number times one visits store. Meanwhile, children family significant negative alcohol purchase. Whats more, study also finds making some promotions could positive consumption. makes guideline company better understand their customers.

Language: Английский

RETRACTED: Campos-Arteaga et al. Prediction of Consumption of Local Wine in Italian Consumers Based on Theory of Planned Behavior. Sustainability 2022, 14, 14769

Sustainability, Journal Year: 2024, Volume and Issue: 16(14), P. 5875 - 5875

Published: July 10, 2024

The Sustainability Editorial Office retracts the article “Prediction of Consumption Local Wine in Italian Consumers Based on Theory Planned Behavior” [...]

Language: Английский