The Role of Gender and Situational Factors in Wine Consumption of Generation Y

Jasmina Dlačić, Selma Kadic-Maglajlic*

*Corresponding author af dette arbejde

Publikation: Bidrag til tidsskriftTidsskriftartikelpeer review

Abstrakt

The purpose of this study is to analyze the factors influencing wine consumption of Generation Y consumers in the context of two countries from South-Eastern Europe (Bosnia-Herzegovina, and Croatia). Analysis reveals that self-expression, sociability, tradition and food are significant predictors of wine consumption. Multivariate regressions have been applied in order to explain the influences of the abovementioned factors on wine consumption. Research findings show that specific gender and situational differences exist in the wine consumption behaviour of Generation Y. This paper discusses theoretical, empirical and practical implications, and offers ideas for further research.
OriginalsprogEngelsk
TidsskriftSouth East European Journal of Economics and Business
Vol/bind8
Udgave nummer1
Sider (fra-til)53-61
Antal sider9
ISSN1840-118X
DOI
StatusUdgivet - 2013
Udgivet eksterntJa

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