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

Jasmina Dlačić, Selma Kadic-Maglajlic*

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

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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.

Original languageEnglish
JournalSouth East European Journal of Economics and Business
Issue number1
Pages (from-to)53-61
Number of pages9
Publication statusPublished - 2013
Externally publishedYes

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