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Quality assurance program provider’s influence on wine purchases among Tennessee and U.S. consumers: a multiple indicators multiple causes model analysis

Alicia Rihn (Department of Agricultural and Resource Economics, University of Tennessee, Knoxville, Tennessee, USA)
Kimberly Lynn Jensen (Department of Agricultural and Resource Economics, University of Tennessee, Knoxville, Tennessee, USA)
David Hughes (Department of Agricultural and Resource Economics, University of Tennessee, Knoxville, Tennessee, USA)

International Journal of Wine Business Research

ISSN: 1751-1062

Article publication date: 26 July 2022

32

Abstract

Purpose

This study aims to provide insights on how different sources of information concerning a quality assurance program (QAP) influence consumers’ wine purchase likelihood, profiles of consumers most likely to use QAPs (demographics, wine consumption and expenditures, wine involvement behaviors) and consumer attitudes toward QAPs.

Design/methodology/approach

Data are from a 2021 survey of 1,191 wine consumers in Tennessee and other US states. A multiple indicators multiple causes model is used to estimate how consumer demographics, wine consumption and expenditure patterns and several wine-involvement measures influence likelihood of using QAPs from eight provider sources when making wine purchase decisions. Sources include university, government, third-party certifiers, wineries and wine associations at the state, regional, national and international levels.

Findings

Wine consumers have an interest in QAP information when making wine purchase decisions. Not all QAP provider information is used equally, with almost 69% of the sample indicating the use of state wine association QAPs, but less than 44% indicating the use of government agency QAPs or third-party QAPs. Wine consumers’ demographics also influence the use of QAP information. Males, higher income consumers, residing outside of Tennessee and more wine-involved consumers are more likely to use QAPs. Consumers view QAPs as indicators of overall wine quality, ingredient quality and wine consistency rather than necessarily a means of building knowledge about local wines.

Originality/value

To the best of the authors’ knowledge, this paper is the first to examine not only QAP use from multiple providers but also how demographics, wine consumption, wine expenditures and wine-involvement impact QAP use.

Keywords

Acknowledgements

The Tennessee Wine and Grape Board and the Tennessee Department of Agriculture.

Citation

Rihn, A., Jensen, K.L. and Hughes, D. (2022), "Quality assurance program provider’s influence on wine purchases among Tennessee and U.S. consumers: a multiple indicators multiple causes model analysis", International Journal of Wine Business Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJWBR-11-2021-0060

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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