Italian wine sustainability: new trends in consumer behaviors for the millennial generation

PurposeThe role of sustainability is predominant in many aspects of consumer purchasing decisions. Millennials and young people are, in this field, potential players who buy and consume wine with ecosustainable decisions but, in the literature, these aspects are analyzed with nonuniform findings. This paper aims to investigate the wine consumption among young people belonging to the millennial generation, Y generation and Z generation considering also the gender.Design/methodology/approachThis study uses a questionnaire with 2000 respondents. The data are analyzed to understand consumption decisions in the wine sector. This information is analyzed through descriptive and inferential statistics (hypothesis test and multiple regression).FindingsThe results of the paper show a clear propensity to be sustainable of the young generation compared with the elderly, highlighting the role of Millennials. Moreover, considering gender, there is a greater sustainable wine tendency (considering both the environmental and the economic/decisional component) in female compared with male.Research limitations/implicationsThis work reflects the Italian reality of the pre-COVID-19 period. Obviously, the pandemic situation and the geographic scenario analyzed could change the results of a second wave of the survey.Social implicationsThis study contributes to improve the knowledge concerning the wine consumption habits of Italian young generations.Originality/valueThe paper manages to underline the different aspects of sustainability in the wine purchasing decisions by young consumers by focusing on the considered generations.

INTERRELATIONS BETWEEN WINE TOURISM AND GEOTOURISM: A WINE CONSUMPTION SURVEY IN MONOR (HUNGARY)

The Danube Wine Region is one of the most important wine regions in Hungary with potential for geological and wine tourism. The research focused on basic issues related to the Monor wine community of the Danube wine region and the Monor cellar village, such as the consumer attitudes of the potential guests of the Monor cellar village and the wine community, the tourist skills and the consumers' knowledge of local products and values. We tried to find answers to our research questions in a complex way with primary questionnaire research and secondary data collection. We found that Monor wine is good, consumer attitudes underpin wine tourism developments. Monor's basic wine tourism skills are good, with valuable elements from a geotourism point of view, but most of the additional tourism services are not available at a satisfactory level.

The structure of consumer decision-making and sensory innovations in wine labeling

Aim of study: To understand how a consumer’s decision-making process on wine choice varies when faced with labels introducing either a scratch-and-sniff strip or a Thermo-sensitive indicator as a novelty. Area of study: Navarre (Spain). Material and methods: This study applies the laddering survey method based on means-end chain theory to link product attributes to consumption benefits and values pursued. Main results: In the context of these sensory innovations in labeling, the brand name of a product ceases to be of importance in this sector, with the new label becoming the relevant issue, associated with quality and aspects related to social wine consumption. In addition to this, these innovations make the decision-making process more complex by including more aspects of consumers’ personalities. Research highlights: For innovative labeling introducing sensory cues, the complexity of consumers’ selection process increases, the wine brand loses importance and the label design gains importance as a signal of quality. Labeling innovations could be a great opportunity for wine companies with low marketplace positioning to improve their position and obtain better results in a highly competitive market.

Specificity of Saliva Esterases by Wine Carboxylic Esters and Inhibition by Wine Phenolic Compounds Under Simulated Oral Conditions

The specificity of human esterase activity (EA) from the stimulated (SS) and non-stimulated (NSS) saliva toward different typical wine odorant carboxylic esters and its inhibition by the wine phenolic compounds has been evaluated. For the specificity, six p-nitrophenyl linked esters with different carbon chain lengths (from 2 to 12 carbons) were employed. The five single phenolic compounds (catechin, quercetin, kaempferol, myricetin, and resveratrol) at typical wine concentrations were assayed in the salivary EA inhibition study. Additionally, the inhibition exerted by the mixtures of wine polyphenols was evaluated using four commercial phenolic extracts [a grape seed extract (GSE), the monomers and oligomer fraction of the GSE, and a red wine extract (RWE)]. Finally, the saliva EA under the wine consumption conditions (pH = 5 and 11.3% ethanol) was evaluated. The results showed a higher EA in SS than NSS. It was also shown that the EA was higher toward the smaller than bigger esters regardless of the saliva types (SS or NSS). However, the inhibition exerted on saliva EA by the individual and mixtures of phenolic compounds was proven. Catechin was the phenolic compound that mostly inhibited saliva EA, while resveratrol showed the lowest EA inhibition. This inhibition was mainly related to the concentration of the phenolic compounds, but also with its structure. Finally, under simulated wine consumption, a decrease in EA was produced, which was mainly provoked by the decrease in the salivary pH. Nonetheless, since salivary pH recovers a few seconds after wine consumption, saliva EA might be relevant for the long-lasting perception of wine esters.

The Role of Nutritional Habits and Moderate Red Wine Consumption in PON1 Status in Healthy Population

Paraoxonase 1 (PON1) plays a role as antioxidant on HDL. Including in diet additionally ingest of polyphenolic compounds can stimulate PON1 transcription and increase its activity. The aim of this study was to evaluate the effect of dietary intake, red wine consumption, and PON1 genotypes (Q192R, L55M and C-108T) on the specific activity of PON1 in a healthy population. A descriptive and analytical pilot study was conducted in Mexican volunteers clinically healthy (n = 45) aged from 21–59 years. Over 6 weeks, the study participants ingested 120 mL of red wine per day. PON1 concentration, PON1 activities, genetic polymorphisms and dietary intake were evaluated. The preliminary fingerprinting of the wine was determined to corroborate the presence of phenolic compounds such as tannins and gallotannins. Neither dietary intake nor PON1 genotypes showed an effect on the specific activity of PON1. However, a significant increase in specific AREase activity after red wine consumption period was observed in the study participants. Our data suggest that the moderate consumption of red wine has a beneficial effect on PON1 specific AREase activity in this healthy Mexican population.

Why consumers drink natural wine? Consumer perception and information about natural wine

Similar to other foods, the concept of natural wine is much debated due to the lack of a clear and regulated definition, leading to a proliferation of heterogeneous norms and standards proposed from different natural wine associations at national levels. The current study explored the aspects which mediate individuals’ information and perception of natural wine, and the rationale behind natural wine consumption behavior among Italian (n = 501) and Spanish (n = 527) regular wine consumers. The results reveal a quite low self-reported degree of perceived information by Italian respondents and slightly higher levels among Spanish ones. The key drivers of natural wine consumption in both countries are wine consumption frequency, information, and natural product interest. In contrast, higher wine involvement levels decrease natural wine consumption frequency in both Italy and Spain. The findings also show that different perceptions lead to diverse motivations, suggesting the need for more homogeneous standards to mitigate the level of information asymmetry currently on the market.

The shock of lockdown on the spending on wine in the Iberian market: the effects of procurement and consumption patterns

PurposeThis study aims to provide a better understanding of the behaviour of wine consumers in a completely new and unexpected setting, that is, a forced lockdown due to the COVID-19 pandemic. It seeks to explain consumer decisions and the probability of changes occurring in wine expenditure compared to a normal situation.Design/methodology/approachThe empirical analysis, conducted on a representative sample of Iberian consumers and based on the random utility theory, consists in the application of a multinomial logit model, setting the “usual” pattern of expenditure as a baseline category.FindingsThe results show that the coronavirus pandemic could have changed alcohol drinking habits. Consumers generally spent less on wine during the lockdown, maybe due to the uncertainty regarding their future income and professional situation. Those people more likely to spend more on wine were those who increased their wine consumption during the lockdown, those who drank for romantic purposes, those who purchased less wine in supermarkets but more online, those who used a wine app and those living in urban areas. The increased consumption of other alcoholic beverages also increases the probability of spending less than usual on wine. Additionally, the absence of certain reasons for drinking wine other than social purposes, such as wine and food pairing, its taste and relaxing effects, together with the previous consumption pattern leads to a decrease in the probability of spending less per bottle.Originality/valueThis paper makes a significant contribution to the understanding of the determinants of wine consumption in a very abnormal setting, an imposed lockdown and provides important policy implications. The findings show that managers and policymakers should pay attention to the different influence of variables related to behaviour and consumption patterns that may contribute to an increase in the demand for less expensive wines. Specifically, they should focus on new consumption patterns that may arise, adapting the supply chain and defining appropriate marketing strategies to fill new market segments.

An Extended Model of the Theory of Planned Behaviour to Predict Local Wine Consumption Intention and Behaviour

The consumption of local agricultural products boosts the regional economy and employment whilst preserving the rural landscape and environment. In this research, the background of local wine consumption behaviour will be studied, using an extended model of the Theory of Planned Behaviour. Partial least squares structural equation modelling (PLS–SEM) was used to test the hypotheses. The study was conducted in the Canary Islands with a sample of 762 people. The results confirmed a relationship between intention and perceived behavioural control. Furthermore, the ethnocentric personality was found to have a positive influence and the cosmopolitan personality a negative influence. The personal norm and place identity were also confirmed to be related to attitudes towards such behaviour. This study contributes to the literature by adding constructs to this theory that are relevant to local wine consumption. It also addresses the implications for those involved in the marketing of local products.