Old, new and third wine regions: A consumer perspective

Amedeo Maizza, Monica Fait, Paola Scorrano, Demetris Vrontis

    Research output: Contribution to journalArticlepeer-review


    Wine businesses operate in a competitive environment, characterised by shifting consumer behavioural trends and the rise of new players (Third Region countries). An extensive theoretical research is initially performed, intending to examine the various aspects regarding wine consumer purchase behaviour. Subsequently, an empirical survey is performed, with the gathered data processed with both descriptive and multivariate statistical techniques. The empirical research evaluated the theoretically identified variables in the context of the new competitive conditions that characterise the wine-growing sector today. The research has identified five 'macro-themes' explaining the perception of the generic product 'wine'; two different clusters of countries presenting homogeneities in terms of their consumers' purchase attitudes; and three consumer-behaviour-defining elements implicitly linked to marketing and branding approaches. The research has identified trends which add to the comprehension of consumer behaviour and offer valuable guidance for the development and implementation of corresponding strategies in the wine business sector.

    Original languageEnglish
    Pages (from-to)521-541
    Number of pages21
    JournalWorld Review of Entrepreneurship, Management and Sustainable Development
    Issue number5-6
    Publication statusPublished - 2017


    • Branding
    • Consumer behaviour
    • Effect
    • Old-new-third region of wine
    • Region/country-of-origin marketing
    • Wine


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