Country-of-origin effect and millennials’ wine preferences–a comparative experiment
ISSN: 0007-070X
Article publication date: 13 December 2019
Issue publication date: 23 June 2020
Abstract
Purpose
For wine consumers, the country-of-origin effect still exerts significant influence, even though probably differently from what it was earlier, especially for newer consumer segments. Among these, millennials represent the most interesting segment of the present and future, even though studies on millennials’ behaviour are insidious and newer consumer segments are emerging (Generation Z). The paper aims to discuss this issue.
Design/methodology/approach
This study focusses on this parameter through a comparative analysis of French and Italian wines – first, on the country-of-origin effect on millennials’ wine preferences, and second, on the possibility of managing this influence by adopting a wine marketing mix based on the innovative 4Es model.
Findings
The outcomes of the experiment on 121 millennials, despite the limitations of the study, highlight interesting changes – compared with the wine consumption behaviours of the past – regarding the country-of-origin effect and the possibility of managing it.
Originality/value
The results confirm, similar to the literature on the 4Es model, the possibility of wide areas of action for wine educational marketing initiatives that can change or enhance the country-of-origin perception.
Keywords
Acknowledgements
This paper is the result of the common reflection of all of the authors. In the editing phase, the “Introduction” section was written by Pantea Foroudi. The “Literature review” and the “Research design: objectives and methodology” sections were written by Maria Teresa Cuomo. The “The wine marketing experiment”, the “Results discussion” and the “Research limitations” sections were written by Giuseppe Festa. The “Scientific implications”, “Managerial implications” and “Conclusion” sections were written by Matteo Rossi.
Citation
Foroudi, P., Cuomo, M.T., Rossi, M. and Festa, G. (2020), "Country-of-origin effect and millennials’ wine preferences–a comparative experiment", British Food Journal, Vol. 122 No. 8, pp. 2425-2441. https://doi.org/10.1108/BFJ-06-2019-0468
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited