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Journal cover: International Journal of Wine Marketing

International Journal of Wine Marketing

ISSN: 0954-7541
Currently published as: International Journal of Wine Business Research

Online from: 1989

Subject Area: Marketing

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Drink Choice: Factors Influencing the Intention to Drink Wine

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Title:Drink Choice: Factors Influencing the Intention to Drink Wine
Author(s):Rob van Zanten, (Grad Dip Wine, MBA. Lecturer, Wine Business Group, Waite Campus, The University of Adelaide, Discipline of Wine and Horticulture, PMB ?1, Glen Osmond, South Australia 5064.)
Citation:Rob van Zanten, (2005) "Drink Choice: Factors Influencing the Intention to Drink Wine", International Journal of Wine Marketing, Vol. 17 Iss: 2, pp.49 - 61
Keywords:Category choice decisions, health benefits, wine & food complementarity
Article type:General review
DOI:10.1108/eb008788 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Abstract:This paper explores the reasons why consumers choose wine over other alcoholic beverages, with a focus upon the beliefs held by consumers towards the behaviour of wine drinking. The research findings show that attitudes are somewhat more predictive of the intention to drink wine than perceived social pressure. Nevertheless, both attitudinal and normative elements are required to adequately explain wine consumption. Despite the fact that the issue of health figured prominently amongst the salient beliefs identified in the qualitative phase of the research, the subsequent quantitative research found that drinking wine because of its purported health benefits was not a significant attitudinal or behavioural factor. Drinking wine because it provides ‘a variety of tastes and flavours’ and because it ‘goes well with food’ was found to be significantly more important. The results suggest that efforts to actively promote awareness of the health benefits of wine drinking may have limited value.

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