Self-concept, product involvement and consumption occasions: Exploring fine wine consumer behaviour

Abstract

Purpose

The purpose of this paper is to examine the extent to which consumer self-concept (self-esteem) and product involvement influences the wine purchase decision at the retail level given the anticipated consumption occasion. The predictive effects of self-concept on this interaction were also explored.

Design/methodology/approach

Data collection was in the independent specialist fine wine store environment in Sydney, Australia. Central to the study was the development of a 33-item multi-dimensional fine wine involvement scale (Cronbach’s α =0.846 for 26 final items) for measuring consumers’ involvement.

Findings

Wine product involvement deepens with age but low involvement consumers perceiving risk in making the wrong product choice may well purchase fine wines for situations where self-concept is a moderating factor. In the case of low involvement wine consumers a positive association exists between situational wine choice and self-concept but no significant differences exist for self-concept across any of the consumption occasions. Age and self-concept were both confirmed as linked to levels of consumption. The findings support the notion that wine consumers aged 45 years and older are significantly more disposed to purchase fine wine products.

Practical implications

For self-concept to be relevant to purchase it follows that the wine consumption occasion must be conspicuous.

Originality/value

This study is the first to examine the extent to which consumer self-concept and product involvement influences the wine purchase decision at the retail level given the anticipated consumption occasion.

Citation

Roe, D. and Bruwer, J. (2017), "Self-concept, product involvement and consumption occasions: Exploring fine wine consumer behaviour", British Food Journal, Vol. 119 No. 6, pp. 1362-1377. https://doi.org/10.1108/BFJ-10-2016-0476