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The role of cultural identity in acceptance of wine innovations in wine regions

Eva Reinares-Lara (Economía de la Empresa, Universidad Rey Juan Carlos, Madrid, Spain)
Jorge Pelegrín-Borondo (Universidad de La Rioja, Logrono, Spain)
Cristina Olarte-Pascual (Department of Economic and Business, Universidad de La Rioja, Logrono, Spain)
Gwenaelle Oruezabala (University of Nantes, Nantes, France)

British Food Journal

ISSN: 0007-070X

Article publication date: 10 May 2022

Issue publication date: 9 February 2023




Wine culture is an increasingly important reality for the development of wine regions that can foster a sense of cultural identity (CI). With the aim of guiding marketing in the wine market and segmenting demand, this study aims to introduce the moderating role of wine-related cultural identity (WCI) in a Cognitive-Affective-Normative (CAN) model to explain purchase intention for innovations.


This quantitative study was conducted in Spain, the country with the largest acreage of vineyards in the world. Specifically, a personal survey was applied to a sample of 1,126 potential buyers of a wine innovation in Rioja, the Spanish wine region with the longest tradition.


(1) WCI moderates acceptance of a wine innovation; (2) WCI levels generate new segments: Enoculturalists (44.67%), who have a strong WCI, Intermediate Enoculturalists (38.90%), with an intermediate WCI and Non-Enoculturalists (16.43%), who have no WCI; and (3) the CAN model strongly explains the behavior of Non-Enoculturalists (R2 = 0.81).


The originality of the research lies in the opportunity to test a technical innovation in wine production in a region characterized by a strong wine-growing tradition. Despite growing interest in local products, no study has yet examined the moderating role of CI in a new food acceptance model as proposed here. The findings have important theoretical and practical implications, as they identify new groups for targeting innovation-related actions and reactivating wine consumption in keeping with new consumer trends.



This research was conducted as part of a research stay funded by Université de Nantes (FLCE) in collaboration with the “Centre de Recherche sur les Identités, les Nations et l'Interculturalité” research laboratory (CRINI). This work was supported by COBEMADE research group at the Universidad de La Rioja. The authors are members of the Unesco Chair in “Culture et Traditions du Vin.”


Reinares-Lara, E., Pelegrín-Borondo, J., Olarte-Pascual, C. and Oruezabala, G. (2023), "The role of cultural identity in acceptance of wine innovations in wine regions", British Food Journal, Vol. 125 No. 3, pp. 869-885.



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