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Article
Publication date: 17 September 2019

Diletta Acuti, Valentina Mazzoli, Laura Grazzini and Rinaldo Rinaldi

The purpose of this paper is to advance the understanding of wine by the glass (WBG) consumption as a new growing trend in wine consumption. To this end, the roles of risk…

Abstract

Purpose

The purpose of this paper is to advance the understanding of wine by the glass (WBG) consumption as a new growing trend in wine consumption. To this end, the roles of risk perception, wine involvement and variety seeking are investigated in determining WBG purchase intentions.

Design/methodology/approach

Two studies based on a scenario-based survey have been conducted. In Study 1 (n=248), the relationship between WBG risk perception and WBG purchase intention mediated by variety seeking is tested. In Study 2 (n=200), the relationship between wine involvement and WBG purchase intention with the mediating role of variety seeking is analysed.

Findings

Results show that variety seeking plays a key role in determining WBG purchase intentions considering both WBG perceived risk and wine involvement as independent variables.

Research limitations/implications

The study advances the literature on WBG consumption by enclosing the psychological mechanism (i.e. variety seeking) behind consumers’ WBG purchase intentions. The main limitation of this study lies in it being conducted in a single country (i.e. Italy).

Practical implications

This paper provides useful guidelines for wine managers. Specifically, variety seeking can attract consumers in new wine-consuming places based on a rich assortment. Moreover, it can present a challenge to wine producers in creating brand loyalty.

Originality/value

Although WBG is a growing trend in wine consumption, empirical studies are still scant and a deeper comprehension of its antecedents and consequences is needed. By showing variety seeking as the mechanism behind WBG consumption, this study offers a new theoretical explanation of this phenomenon.

Details

British Food Journal, vol. 122 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 26 February 2019

Johan Bruwer, Justin Cohen and Kathleen Kelley

The importance of the wine involvement construct in explaining consumers’ wine consumption behaviour is widely acknowledged in the literature, as is the social nature of…

Abstract

Purpose

The importance of the wine involvement construct in explaining consumers’ wine consumption behaviour is widely acknowledged in the literature, as is the social nature of dining out with others. Yet, there is a paucity of research examining the relationships between how this construct interacts with dining group dynamics and wine consumption behavioural aspects in the restaurant environment. This study aims to investigate these aspects in US restaurants.

Design/methodology/approach

Utilising an online survey that yielded a sample of 513 respondents from across the USA who frequented all the recognised restaurant categories, respondents are segmented into low and high wine involvement categories using a reliable wine involvement scale. The authors examine differences between various dining group dynamics, dining group composition, main choice factors when ordering wine and method of ordering wine in US restaurants.

Findings

The authors find that diners’ level of involvement with wine provides sharp insights into several significant differences between involvement and dining group dynamics, group composition, choice factors when ordering wine and method of ordering wine in restaurants. High involvement diners dine out in larger groups, order more wine, spend more money on wine, are more often the main decision-maker ordering wine for the dining group and use wine menus and wall board displays more often when ordering than low involvement diners. They are also more discerning about the taste of wine, grape variety and wine style in terms of choice factors when ordering.

Practical implications

The nature and dynamics of dining groups are aspects that have profound implications, in various ways, for the restaurant industry. The level of involvement diners have with wine is a strong predictor of various outcomes in terms of dining group behavioural aspects regarding wine. Wine-related restaurant category-specific profile descriptions, such as those developed in this study, can be helpful for restaurants when creating business strategies.

Originality/value

The authors make a substantive contribution by being the first study to examine the relationships between dining group dynamics, dining group composition and behavioural aspects concerning wine consumption and involvement in the restaurant environment. The authors then map this information to derive wine-related profile descriptions for all US restaurant categories.

Details

International Journal of Wine Business Research, vol. 31 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

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