Natalia Velikova

Addressing a gap in research on solidarity, this study investigates how solidarity with a country in crisis impacts consumer purchase intentions for products from that country, using wine as the product of investigation. Using the context of the Russo-Ukrainian war and the global solidarity it inspired, the study employed an online survey of US consumers (N = 464) to examine factors influencing solidarity with Ukraine and subsequent purchase intentions for Ukrainian wine. Embedded within the survey was an experiment manipulating label design elements (script and national symbol) to assess their impact on perceived authenticity and product quality. The study found that greater familiarity with a crisis-affected country leads to a more positive image of that country, which in turn fosters solidarity. The sense of solidarity translates into a greater likelihood of purchasing products from the country in crisis. Furthermore, solidarity leads consumers to view products from the crisis-affected country as more authentic. However, solidarity itself did not directly affect quality perceptions, and neither authenticity nor quality perceptions alone directly influenced purchase intentions. Marketers and policymakers in crisis-affected countries can leverage the sense of global solidarity by emphasizing their country’s positive image and communicating its products’ authenticity and quality, likely boosting consumer purchase intentions. The study uniquely combines the impact of global solidarity with consumer behavior, revealing new dimensions of how crisis contexts affect product evaluations and purchasing intentions.

Purpose: Extending the Attitudes-Behavior-Context (ABC) theoretical framework by incorporating consumer expertise as an antecedent, the study investigates the intricate relationship between consumer attitudes toward locally produced goods (wine) and purchasing behavior, examined within the context of consumer ethnocentrism.Design/methodology/approach: The study employed an online survey of Texas wine consumers (N = 895). To investigate consumer attitudes towards local wine, the data were first subjected to descriptive analyses, namely means comparison and chi-square tests. Subsequently, path analysis was employed to explore the hypothesized relationships within the proposed model.Findings: While consumers with higher wine knowledge are less likely to choose local wines for various consumption occasions, consumers who are highly involved with wine tend to exhibit more favorable perceptions. Taste emerged as the strongest driver of purchase intent. Consumer ethnocentrism plays a critical role, boosting purchase intent for those with positive general attitudes and considering local wines for various occasions. However, this effect disappears when perceptions of the taste of regional wines are unfavorable, highlighting once again the critical role of taste in purchase decisions, even for ethnocentric consumers.Originality/value: This study expands the ABC framework by incorporating consumer expertise with a product as a new antecedent, thereby broadening its applicability to consumer behavior research within an ethnocentric context.

Purpose: This paper aims to explore the emerging wine market of Ukraine. Specifically, the study examines Ukrainian consumer attitudes toward local wines and provides profiles of various groups of local wine consumers. Design/methodology/approach: Data were collected via an online survey of Ukrainian wine consumers (N = 325). Factor and cluster analyses were performed to assess general attitudes toward local wine. Descriptive statistics and analyses of differences (t-tests and chi-square tests) were also used for further data exploration. Findings: The findings indicate that quality perceptions, price sensitivity and reputation play a vital role in shaping local consumers’ attitudes toward Ukrainian wine. Three distinct consumer segments were identified. Local Skeptics exhibit reserved opinions about local wine. Local ambassadors show the highest level of enthusiasm and support for local wines. Local non-connoisseurs are the least involved and knowledgeable about wine; thus, their opinions about the local wine industry are not formed yet. This is the group that merits the utmost attention from wine marketers. Originality/value: To the best of the authors’ knowledge, this paper is the first research attempt to identify different types of wine consumers based on their attitudes and perceptions toward local wines in Ukraine.

As a result of consumers’ increasing concerns with ethical, environmental, and health issues, sustainable consumption and production have become a popular topic of recent academic research and industry practices. The current study sought to provide in-depth insights into consumers’ views on sustainability by simultaneously examining their environmental and social awareness and behavior, health-conscious lifestyles, and diets; as well as the perceived importance of social and nutrition information on wine labels. Based on empirical data obtained through a web-based survey distributed to consumer panels in three markets – the US, the UK, and Germany – this research segmented wine consumers into four categories: Apathetic Consumers; Health-Conscious Diners; Holistic Perfectionists; and Ethical Advocates. The findings indicate that in general wine consumers are mindful about the environmental problems, social responsibility of companies, ethically produced and sustainably sourced products. The majority adhere to healthy lifestyles and watch their diets. Nevertheless, with the exception of only one cluster (Holistic Perfectionists), wine consumers do not actively seek social, environmental, or nutritional information on wine labels. This study shows that, at least currently, the preferences for the social factors are unlikely to outweigh dominating traditional wine purchase drivers, such as price, brand, country of origin, and grape variety. Industry implications for tailored marketing strategies are discussed.

Purpose: Wine choices are not always fully understood by academic researchers or the industry. This paper aims to outline and test a theoretical model proposing that wine consumption may be dependent on differences in consumer expertise, the hospitality situation, characteristics of the wine itself and an interaction of these variables.Design/methodology/approach: Three empirical studies (total sample size = 356) tested these theoretical propositions. Consumers with varying levels of wine knowledge were presented with experimental vignettes showing videos of wine opening and pouring and were asked to pair wines with hospitality situations.Findings: Study 1 found that consumers with low product knowledge were more sensitive to hospitality situations and extrinsic product attributes (closures) than were the experts. Study 2 found that wine hospitality situations fall into three predicted categories, namely, food, friends and formality, although contrary to prediction, the presence of food was the weakest predictors. Study 3 demonstrated the robustness of the three-dimensional structure of wine hospitality situations.Practical implications: These studies provided important practical information because targeting various market segments requires the industry to know what product attributes are favored by different groups of consumers different situations.Originality/value: Previous researchers have discussed the difficulty of measuring consumption situations. By limiting these studies to wine consumption within hospitality situations, the authors learned much about how consumers’ characteristics, product attributes and the situations interact to influence not only product assessments but also choices.

Purpose: Wine is an important profit center for restaurants. The purpose of this paper is to address some of the challenges and opportunities at the nexus of wine and hospitality, with an eye on relationship building between smaller wineries and dining establishments. Design/methodology/approach: The paper is essay style with acknowledgments made to extant literature, as well as US industry-based intelligence. Findings: Primary challenges facing small wineries trying to enter the restaurant market revolve around constraints imposed by the traditional distribution system mindset, as well as pricing issues affecting procurement and markup of wine for restaurant use, limited abilities to provide sufficient inventory and the lack of time and people resources. Counterpoint discussion reveals opportunities related to increased focus on experience-based wine sales in restaurants, the importance of the story and the value of co-branding. Practical implications: Partnerships with restaurants can be a delicate yet desirable part of a small winery’s strategy. The key is to develop a mutually beneficial relationship, while fulfilling the objectives and missions of both winery and restaurant. When wineries and restaurants carve out the time and invest the people resources to successfully and purposefully co-brand, optimum symmetry is formed which leads to mutually valued dining and special gastronomic experiences for the winery/restaurant partners and their customers. Originality/value: In a viewpoint format, the paper outlines and discusses the key elements of relationship building between small wineries and restaurants.

The study aimed to add to the body of knowledge about the craft beer market by developing profiles of South/Midwest U.S. craft beer consumers. Data were collected via a self-administered, structured survey distributed at a craft beer festival. Descriptive statistics, cross-tabs, exploratory factor analysis, cluster analysis, and ANOVA were utilized for analysis. Major findings articulated consumers’ perceptions of local craft beer, the lifestyle types that are most prevalent among craft beer drinkers, and how lifestyle affects consumption habits and purchasing decisions. The research suggests that lifestyle grouping is an effective way to segment the craft beer market. Findings on perceptions of locality and purchasing motivators will help industry professionals refine their marketing practices to effectively target each of the five identified craft beer consumer segments.