Wine consumption preferences among generations X and Y: an analysis of variability

Abstract

Purpose

This paper compares the socio-demographic features, wine consumption preferences and habits of individuals of Generations X and Y. The influence of age, as a life cycle effect, on individuals' consumption preferences from the same generation is analysed. In addition, the generational effect and period effect on consumption by each generation are studied to ascertain changes in preferences due to specific values of their birth cohort or period.

Design/methodology/approach

Mixed ordered logit models are estimated to identify which traits influence the probability of consuming a certain quantity of wine for each generation. The variability of the effects of different variables on the consumption decision is analysed in depth, as a reflection of the unobserved heterogeneity present in individuals' decisions. For this purpose, data from two exhaustive surveys carried out in Tenerife (Canary Islands) over a time interval of 13 years are used.

Findings

Individuals' age and period are relevant factors in the consumption decision. There are some similarities in the behaviour of both generations, although the variability of the effects of some individual traits is greater for Generation X.

Originality/value

This paper contributes to a better understanding of the profile of wine consumers from different generations through a joint analysis of age effects, period and cohort, which have rarely been addressed jointly in the literature. In addition, it provides an exhaustive analysis of the heterogeneity in consumption preferences that highlights the variability of the effects found.

Citation

Rodríguez-Donate, M.C., Romero-Rodríguez, M.E. and Cano-Fernández, V.J. (2021), "Wine consumption preferences among generations X and Y: an analysis of variability", British Food Journal, Vol. 123 No. 11, pp. 3557-3575. https://doi.org/10.1108/BFJ-12-2020-1156