Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.14/17399
Título: Young adults and wine consumption a qualitative application of the theory of planned behavior
Autor: Silva, Ana Patrícia
Figueiredo, Isabel
Hogg, Tim
Sottomayor, Miguel
Palavras-chave: Perceptions
Consumer behaviour
Wine
Theory of planned behaviour
Young adults
Data: 2014
Citação: SILVA, Ana Patrícia ...[et al.] - Young adults and wine consumption a qualitative application of the theory of planned behavior. British Food Journal. ISSN 0007-070X. Vol. 116 n.º 5 (2014), p. 832-848
Resumo: Purpose – The aim of this study is to identify perceptions, attitudes and behavior of young adults concerning wine consumption, using the “theory of planned behavior” as a theoretical framework. Design/methodology/approach – The aim of this study is to identify perceptions, attitudes and behavior of young adults concerning wine consumption, using the “theory of planned behavior” as a theoretical framework. Findings – The major findings are that attitudes and subjective norms are, apparently, the components with most influence on behavior of young people in relation to wine consumption. For the consumers group, attitudes seem to be the most crucial component, especially the “interest in alcohol”. They drink it in special occasions for sociability and to disinhibit. Regarding the non-consumers group, the main attitude is “dislike taste”. Also the subjective norms, are very present, especially parents, society, friends and publicity, in consumers group. The non-consumers have the perception of greater parental induction to not consume wine. No significant differences were found between gender or educational system. Research limitations/implications – Concerning the results, a limited, convenience sample, was employed and this is assumedly an exploratory study. Therefore the results cannot be considered to represent a broad section of the groups studied. Still sample related, only Portuguese young adults students were studied. Social implications – This research can contribute not only for the knowledge relating to Portugal as a wine consuming environment but also to the general area of attitudes and perceptions of young people towards moderate wine consumption. As today young adults, novice or potential wine consumers will be the next generation of wine consumers, it can be beneficial for wine marketers to focus on this target population aiming at exploring further their engagement with wine. Originality/value – This research has an originally approach to wine consumption by young adults once it focus and explore the non-problematic behavior of young adults about wine consumption. The results of this study can contribute to the development of targeted advertising and publicity of the wine industry, in order to promote moderate wine consumption among young adults.
Peer review: yes
URI: http://hdl.handle.net/10400.14/17399
Aparece nas colecções:ESB - Artigos em revistas internacionais com Arbitragem / Papers in international journals with Peer-review

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