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Behind the wine glass: values that guide consumption in Minas Gerais – Brazil

Álvaro Leonel de Oliveira Castro (Business and Economics, Federal University of Lavras, Lavras, Brazil)
Luiz Henrique de Barros Vilas Boas (Business and Economics, Federal University of Lavras, Lavras, Brazil)
Daniel Carvalho de Rezende (Business and Economics, Federal University of Lavras, Lavras, Brazil)
Márcio Lopes Pimenta (Federal University of Uberlândia, Uberlândia, Brazil)

British Food Journal

ISSN: 0007-070X

Article publication date: 16 August 2019

Issue publication date: 4 September 2019




The purpose of this paper was to identify and describe the personal values that motivate and guide the cognitive structure of Brazilian wine consumers from the viewpoint of the means-end chain theory.


In this qualitative descriptive study, 40 in-depth laddering interviews were conducted in the state of Minas Gerais, Brazil, which were transcribed and codified from the attributes, consequences, and values that emerged in the discourse of the wine consumers. The codes were subsequently graded – in accordance with the level of abstraction – and inserted into the LadderUx® software to generate the implication matrix and the hierarchical value map. The interpretation of the cognitive structure of the wine consumers occurred descriptively.


Common aspects regarding knowledge of the product linked to the ritual of wine consumption were identified among consumers. The psychological factors basically describe the social aspects that are pertinent to the drink’s consumption and to aspects focused on the personal training that leads to consumption satisfaction. Both converge in the search for more knowledge about the world of wine. From this cognitive basis, the existence of the instrumental values of hedonism, benevolence/care, stimulation and achievement could be seen, as well as the terminal values of joy and happiness.


This study presents the cognitive structure of the Brazilian consumers of wine. This result allows some insights in an initial perspective for the development of strategies, based on the factors that motivate the purchase of the drink, thus attracting new consumers to this emerging market.



The authors thank the Brazilian funding agency FAPEMIG – Fundação de Amparo à Pesquisa do Estado de Minas Gerais – for their financial support for the research.


Castro, Á.L.d.O., Vilas Boas, L.H.d.B., Rezende, D.C.d. and Pimenta, M.L. (2019), "Behind the wine glass: values that guide consumption in Minas Gerais – Brazil", British Food Journal, Vol. 121 No. 10, pp. 2477-2489.



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