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Article
Publication date: 27 September 2011

Jia‐Gui Li, Jin‐Rong Jia, Dennis Taylor, Johan Bruwer and Elton Li

This study aims to explore the nature of Chinese young adults' (CYAs) wine drinking behaviour. It also aims to examine CYAs' wine knowledge and establish whether there are…

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Abstract

Purpose

This study aims to explore the nature of Chinese young adults' (CYAs) wine drinking behaviour. It also aims to examine CYAs' wine knowledge and establish whether there are positive relationships between wine knowledge and wine drinking behaviour variables.

Design/methodology/approach

Information was obtained from a convenience sample of 414 university students in China using the self‐administration data collection method. The nature of CYAs' basic wine knowledge and wine drinking behaviour including wine drinking frequency, venue, and purpose of wine drinking were examined in the survey.

Findings

The majority of CYAs lack even the most basic wine knowledge. Generally, they drink wine infrequently. A large proportion of CYAs prefer red wine (92 per cent) to white wine (7 per cent). Most (60 per cent) CYAs like to drink wine at home, followed by hotels (21 per cent) and restaurants (15 per cent). About 60 per cent of CYAs drink wine for social communication while 27 per cent drink for body health reasons. A high 96 per cent of CYAs consider themselves likely to drink wine in the future. Significant differences exist between the genders in wine knowledge and likelihood of future wine drinking. Strong correlations were found between consumer wine knowledge and frequency and likelihood of future wine drinking.

Research limitations/implications

The paper provides an overview of CYAs' wine drinking behaviour by a convenience sample investigation, which could not elude generalization and simplification. Considerable regional diversity in China compels differentiated regional studies in terms of wine purchasing, wine culture and wine marketing.

Originality/value

The paper contributes a baseline study on CYAs' wine knowledge and wine drinking behaviour. It also gives some managerial implications for wineries and wine marketers that will be helpful to wine companies in understanding the emerging Chinese wine market and in enacting wine marketing strategies more effectively.

Details

British Food Journal, vol. 113 no. 10
Type: Research Article
ISSN: 0007-070X

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Book part
Publication date: 30 March 2016

Elizabeth Bernstein

In recent years, the issue of human trafficking has become a key component of a growing number of corporate social responsibility initiatives, in which multinational…

Abstract

In recent years, the issue of human trafficking has become a key component of a growing number of corporate social responsibility initiatives, in which multinational corporations have furthered the pursuit of “market based solutions” to contemporary social concerns. This essay draws upon in-depth interviews with and ethnographic observations of corporate actors involved in contemporary anti-trafficking campaigns to describe a new domain of sexual politics that feminist social theorists have barely begun to consider. Using trafficking as a case study, I argue that these new forms of sexual politics have served to bind together unlikely sets of social actors – including secular feminists, evangelical Christians, bipartisan state officials, and multinational corporations – who have historically subscribed to very different ideals about the beneficence of markets, criminal justice, and the role of the state.

Details

Perverse Politics? Feminism, Anti-Imperialism, Multiplicity
Type: Book
ISBN: 978-1-78635-074-9

Keywords

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Book part
Publication date: 29 May 2020

Femi Oladele and Timothy G. Oyewole

Abstract

Details

Social Media, Mobile and Cloud Technology Use in Accounting: Value-Analyses in Developing Economies
Type: Book
ISBN: 978-1-83982-161-5

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