Wine Consumption Contexts

Authors

Simone Pettigrew, Edith Cowan University

Document Type

Journal Article

Publisher

Emerald Group Publishing Limited

Faculty

Faculty of Business and Public Management

School

School of Marketing, Tourism and Leisure

RAS ID

2245

Comments

Pettigrew, S. (2003). Wine Consumption Contexts. International Journal of Wine Marketing, 15(2), 37-46. Available here

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Abstract

While the wine market is significant in Australia, very little has been done in the way of consumer research to investigate Australians' attitudes towards the product. This study explored the physical and social contexts that are considered appropriate for wine consumption in Australia. Interviews were conducted with 82 adults, adolescents, and children across three Australian states. The findings indicate that the apparent preference of females for wine over other forms of alcohol is contrived by the social environment in which Australians live and consume, as is the tendency for many men to avoid wine consumption in particular informal contexts. Wine marketers need to be aware of the extent to which different segments of the population adhere to the social norms surrounding wine consumption in order to select appropriate ways to attempt to integrate wine more fully into a wider range of consumption contexts.

DOI

10.1108/eb008755