Examining Spanish consumers' proclivities towards premium foreign red wines

This study investigates the factors that influence intention to purchase premium foreign red wines in Spain. A model of intention to purchase premium foreign red wines is developed based on the Theory of Planned Behaviour. This model is specified as an ordered bivariate probit model and estimated by...

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Bibliographic Details
Published inNew Medit Vol. 14; no. 1; pp. 34 - 41
Main Authors de-Magistris, Tiziana, Gracia, Azucena, Miguel Albisu, Luis
Format Journal Article
LanguageEnglish
Published Bari Edizioni Dedalo 2015
Universita degli Studi di Bologna
Subjects
attitudes
Consumer behavior
Consumers
Evaluation
Imports
intention to purchase
knowledge
multivariate probit
Social aspects
Surveys
Theory of Planned Behaviour
Wine
Wines
Spain
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Summary:This study investigates the factors that influence intention to purchase premium foreign red wines in Spain. A model of intention to purchase premium foreign red wines is developed based on the Theory of Planned Behaviour. This model is specified as an ordered bivariate probit model and estimated by using data from a survey conducted on 200 consumers in a medium-sized Spanish town, Zaragoza, during November and December 2009. The results suggest that intention to purchase is affected not only by self-reported wine knowledge, but also by attitudes towards the purchase of premium foreign red wines and perceived behavioural control. Moreover, gender influences self-reported wine knowledge, followed by social occasions and emotional benefits.
ISSN:1594-5685
2611-1128