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This study aims to investigate how strongly Generation Y consumers differ in their values, attitudes and wine and alcoholic beverage consumption behaviour from older generations. The comparison spans seven culturally different markets.

Large representative samples totalling 11,622 wine consumers responded to a standardised survey. A factorial analysis of variance was used to determine the main and interaction effects of markets and generations.

Although significant differences were found between generations, their explained variance is very low. There were significant trans‐cultural similarities in generational differences for values and wine consumption behaviour: Gen‐Y is more oriented towards hedonic success and status and less towards social values; Gen‐Y is more likely to consume white and rosé than red wine and is most promiscuous in its alcoholic beverage consumption. A number of noticeable differences appeared between countries: wine involvement and consumption increases with age in traditional European wine markets, while they decrease in North America; environmental concerns and purchase channel usage hardly differ between generations but vary strongly between markets.

This is the first study to quantify the effect size of generational differences using large representative samples across countries with different cultural backgrounds, including traditional and established wine consumption nations.

The study seeks to assess the impact of two different corporate social responsibility (CSR) claims, relating to social and environmental dimensions, on consumers' wine choice across international markets. It analyses how point of purchase CSR claims compete with other food claims and their awareness, penetration and consumers' trust are examined.

A discrete choice experiment with a visual shelf simulation was used to elicit consumer preferences and to estimate marginal willingness to pay for CSR and other food claims across the UK, France, Germany, the US East Coast, the US Midwest, and Anglophone and Francophone Canada.

CSR claims relating to social and environmental responsibility have a similar awareness, penetration and consumer trust, but differ in their impact on consumer choice, where environmental corporate responsibility claims benefit from a higher marginal willingness to pay. Consumer valuation of CSR claims significantly differs across international markets, but is consistently lower than for organic claims.

This is the first cross‐national study that analyses the impact of CSR claims on consumer food choice relative to other food claims using large representative consumer samples. The strength of the paper also pertains to the utilisation of innovative choice experiments covering a large range of choice relevant product attributes.

The purpose of this paper is to apply a very simple but powerful analysis of the variance‐covariance matrix of individual best‐worst scores to detect which attributes are determining utility components and drive distinct consumer segments.

First an analysis of variance and covariance is used to find attributes which are perceived to have different importance by different consumers and which jointly drive consumer segments. Then we model consumer heterogeneity with Latent Clustering and identify utility dimensions of on‐premise wine purchase behaviour with a principal component analysis.

Four consumer segments were found on the UK on‐premise market, which differ in the relative strength of five wine choice utility dimensions: ease of trial, new experience, restaurant advice, low risk food matching and cognitive choice. These segments are characterised by sociodemographics as well as wine and dine behaviour variables.

Attributes with high variance signal respondents’ disagreement on their importance and indicate the existence of distinctive consumer segments. Attributes jointly driving those segments can be identified by a high covariance. Principal component analysis condenses a small number of behavioural drivers which allow an effective interpretation and targeting of different consumer segments.

This paper's analysis opens new doors for marketing research to a more insightful interpretation of best‐worst data and attitude scales. This information gives marketing managers powerful advice on which attributes they have to focus in order to target different consumer segments.

This is the first study considering individual differences in BW scores to find post hoc segments based on revealed differences in attribute importance.

The primary aim of this research is to identify the wine consumption behaviour of Generation Y in New Zealand to explore whether differences exist in the wine behaviour of Gen Y in comparison to Generation X and to seek possible explanations for these differences, in terms of cohort, age and period.

A quantitative survey was conducted with a random sample of residents of Christchurch, New Zealand in 1998 and again in 2008. Three forms of analysis were undertaken: time lag (comparing Gen Y, aged 18‐29 in 2008 with Gen X, aged 20‐29 in 1998), cross‐sectional (comparing Gen Y in 2008 with Gen X, aged 30‐39 in 2008) and longitudinal (comparing Gen X in 1998 and 2008).

In relation of wine consumption, there is no difference in the proportion of Gen X and Gen Y in New Zealand consuming wine as young adults, which is remarkably similar to the proportion of wine drinkers in the population as a whole. In terms of the evidence reported elsewhere that Generation Y are consuming more wine, and at a younger age, than their Gen X counterparts, this research supports this contention; New Zealand Gen Y are drinking wine more frequently, and in more everyday contexts than their older counterparts were at a similar age, although they are less likely to consume wine on special occasions.

The research focuses on a relatively small sample within a specific urban New Zealand setting and further application to the country as a whole may be useful. Qualitative research, perhaps using a recall methodology to explore previous consumption behaviour, would help to provide more explanation for the findings.

This is the first research project to explore the wine behaviour of Gen Y in a New Zealand context. This research has used a random and representative sample and has been able to analyse cross‐sectional, longitudinal and time‐lag data for Gen Y and Gen X; an approach that has not previously been used in generational research on wine consumption behaviour and which provides insights not available using one method alone.

This paper aims to offer an in‐depth analysis of Generation Y's choices concerning the consumption of wine and other alcoholic drinks by examining the consumption situations in a traditional wine‐producing country.

The study applied the multinomial logit model involving a sample of Generation Y alcohol consumers in a city in Northern Italy. Choice sets were constructed using the Bayesian efficient design, and each choice set included four consumption situations: at bars or pubs, at discos, at home and at restaurants or pizzerias.

Generation Y is aware of the different functions of alcoholic beverages in different consumption situations. Further, the type of company they keep influences their choice of beverage. Wine is the preferred drink in situations or occasions of conviviality or hospitality. However, this result only partly follows the traditional model of wine consumption. Segmentation elements are highlighted by considering gender and age.

The research identifies some advantages of wine over other types of alcoholic beverages and some weaknesses in the strategies of wine companies. Consequently, six marketing topics emerge in order to develop a constructive relationship with Generation Y in Italy.

This paper applies discrete choice models to consumption situations in order to analyse the variety of contexts, components and products compared with Generation Y's preferences. It analyses the role of consumption situations in driving behaviour choices towards alcoholic beverages.

The aim of this study is to analyse Millennial generation's preferences for wine attributes in two countries, one from the “New World” (USA) and the other from the “Old World” (Spain), in order to see whether they are different. Heterogeneity in attribute importance is investigated, with wine consumers classified into different segments according to attribute importance.

The Best‐Worst choice method was used with information obtained from a survey conducted in two cities of Spain and the USA (Zaragoza and Fayetteville), respectively. Then, attribute importance heterogeneity was modelled and consumers were classified with a latent class model.

The results indicate that American and Spanish Millennial consumers present some similarities but also some differences in wine preferences. While Millennial consumers in the USA attributed more importance to “I tasted the wine previously”, Spanish Millennials ascribed more importance to the “designation of origin”. Moreover, heterogeneity in attribute importance in both countries was detected and five consumer segments were identified showing clear differences in terms of the importance attached to different wine attributes: “Traditionalists”, “Wine seekers”, “Label fans”, “Insecure” and “Price conscious”. These wine consumer segments could be characterized by traditional socio‐demographic profiles and only differed in wine consumer preferences.

The Best‐Worst method, used to compare wine consumers from the “New World” and the “Old World”, asks them to choose among hypothetical wines defined by a mix of traditional and novel attributes, according to previous studies.

The aim of this study is to investigate and compare the engagement of Generation Y consumers with champagne and sparkling wine across five Anglophone countries.

A qualitative approach was adopted using focus groups with young consumers, including images and wine tasting as projective stimuli.

There were significant trans‐cultural similarities between consumption behaviour (sparkling wine is a women's drink, and a separate category from still wine, and that they will “grow into” drinking it) but also noticeable differences (responses to images and colours varied substantially, as did attitudes to price and the particular status of champagne).

Research into the behaviour of Generation Y as a cohort needs to take account of cultural as much as generational context. However, as a qualitative study the findings need further quantitative validation.

Marketers cannot view Generation Y as a single group; even within countries marketing strategies may need to be refined depending on where a product is being sold.

No trans‐cultural study on Generation Y has been carried out to date, nor has their engagement with sparkling wine been specifically explored.

Organizations may fail to innovate because receivers exhibit bias against adopting creative ideas. This paper explores many motivational, cognitive, and affective factors that can cause receivers to hinder the creativity–innovation process. In particular, receivers may engage in motivated reasoning and skepticism against creative ideas, face barriers to recognizing creative value, and experience negative affect when receiving creative ideas. Each creative adoption decision point during the creativity–innovation process is an opportunity for bias to derail progress. This helps explain why innovation can be so difficult. Understanding the biases that hinder the creativity–innovation process allows individuals and organizations to take action to mitigate them.