Analyzing the impact of country-of-origin, geographical indication and wine world on low-involvement generation Z potential consumers' attitudes toward wine ads

被引:2
作者
Purcini, Gabriela [1 ]
Barretta, Leonardo Medeiros [1 ]
Ferreira, Luciana [2 ]
Lourencao, Marina [1 ]
机构
[1] Univ Sao Paulo, Sch Econ Business Adm & Accounting Ribeirao Preto, Sao Paulo, Brazil
[2] Univ Fed Maranhao, Sao Luis, Brazil
关键词
Geographical cues; Country-of-origin; Geographical indications; New and old world wine producers; Attitude theory; IMAGE; STRATEGY;
D O I
10.1108/IJWBR-02-2024-0007
中图分类号
S3 [农学(农艺学)];
学科分类号
0901 ;
摘要
PurposeThis study aims to compare the influence of origin types (country-of-origin - COO versus geographic indication - GI) and wine worlds (new versus old wine country - represented by Brazil and Italia, respectively) on the attitude of low-involvement Generation Z potential consumers from Brazil toward wine ads.Design/methodology/approachThe authors conducted a two (COO vs GI) by two (New vs Old World) within-subject experimental design with 98 Brazilians from Generation Z. Latin square was used to systematically counterbalances the sequence in which participants were exposed to ads.FindingsThe results reveal that potential consumers' attitudes are more positive when a COO is used in wine advertisements than when a GI is used. Besides, the consumers' conative response is more positive when an Old World country (Italy) is used in wine ads than when New World country (Brazil) is used.Research limitations/implicationsThis study expands existing literature by showing that, in wine ads, COO information elicits more positive responses than GI. It also suggests a preference among potential consumers for Old over New World wines in purchase, recommendation and consumption decisions.Practical implicationsThe wine advertisements for the market segment investigated should highlight the COO instead of geographical indication (GI). Besides, the authors point out the importance of promoting the concept of GI among low-involvement Generation Z potential consumers.Originality/valueTo the best of the authors' knowledge, this is the first study to assess potential consumers' attitudes toward wine ads, comparing COO and GI and determining which geographical cue elicits more positive consumer attitudes: origin types (COO vs GI) or wine worlds (Old vs New).
引用
收藏
页码:591 / 612
页数:22
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