Analyzing the impact of country-of-origin, geographical indication and wine world on low-involvement generation Z potential consumers’ attitudes toward wine ads
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引用次数: 0
Abstract
Purpose
This 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/approach
The 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.
Findings
The 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/implications
This 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 implications
The 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/value
To 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).
目的本研究旨在比较原产地类型(原产国--COO与地理标志--GI)和葡萄酒世界(新葡萄酒国家与旧葡萄酒国家--分别以巴西和意大利为代表)对巴西Z世代低参与度潜在消费者对葡萄酒广告态度的影响。实验结果表明,葡萄酒广告中使用 COO 时,潜在消费者的态度比使用 GI 时更为积极。此外,当葡萄酒广告中使用旧世界国家(意大利)时,消费者会比使用新世界国家(巴西)时做出更积极的认同性反应。研究局限性/启示本研究扩展了现有文献,表明在葡萄酒广告中,COO 信息比 GI 信息更能引起积极反应。实际意义针对所调查细分市场的葡萄酒广告应突出 COO 而不是地理标志(GI)。原创性/价值据作者所知,这是第一项评估潜在消费者对葡萄酒广告态度的研究,该研究比较了原产地名称(COO)和地理标志(GI),并确定了哪种地理线索更能引起消费者的积极态度:原产地类型(COO vs GI)或葡萄酒世界(Old vs New)。