Factors influencing wine consumption in Southern California consumers

Abstract

Purpose The purpose of this paper is to further examine factors influencing the intention to drink wine. Building on studies conducted among British and Australian wine drinkers, this study was undertaken among Southern California wine drinkers in an effort to provide cross‐cultural comparison of wine consumption motivations and intentions. Design/methodology/approach Using a two‐step methodology (including qualitative interviews and surveys), the influence of both attitudes and subjective norms on the intention to drink wine is examined. Findings This current research shows a significant influence of the perceived health benefits of wine consumption among Southern California wine drinkers. Research limitations/implications This study is limited to Southern California wine consumers and may lack generalizability. Future research endeavors should focus on expanding the study to include a wider population within the USA and include analysis of additional variables such as gender, ethnicity, amount and type of wine consumed, and others, as related to the intention to drink wine. Practical implications By further refining the target consumer group most likely to respond to a marketing message revolving around perceived health benefits, marketers can precisely craft appropriate and effective campaigns. Responsibly touting the health benefits of moderate wine consumption, within the US Tax and Trade Bureau's guidelines, to Southern California wine drinkers could be an effective marketing technique. Originality/value The paper's most important finding is the emergence of the perceived health benefits of wine consumption as being influential on the intention to drink wine.