Country-of-origin effect and millennials’ wine preferences-a comparative experiment

Foroudi, Pantea ORCID logoORCID:, Cuomo, Maria Teresa, Rossi, Matteo and Festa, Giuseppe (2020) Country-of-origin effect and millennials’ wine preferences-a comparative experiment. British Food Journal, 122 (8) . pp. 2425-2441. ISSN 0007-070X [Article] (doi:10.1108/BFJ-06-2019-0468)

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For wine consumers, the country-of-origin effect still exerts significant influence, even though probably differently from what it was earlier, especially for newer consumer seg-ments. Among these, millennials represent the most interesting segment of the present and future, even though studies on millennials’ behaviour are insidious and newer consumer segments are emerging (Generation Z). This study focuses on this parameter through a comparative analysis of French and Italian wines—first, on the country-of-origin effect on millennials’ wine preferences, and second, on the possibility of managing this influence by adopting a wine marketing mix based on the innovative 4Es model. The outcomes of the ex-periment on 121 millennials, despite the limitations of the study, highlight interesting changes—compared with the wine consumption behaviours of the past—regarding the coun-try-of-origin effect and the possibility of managing it. The results confirm, similar to the lit-erature on the 4Es model, the possibility of wide areas of action for wine educational mar-keting initiatives that can change or enhance the country-of-origin perception.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 28198
Notes on copyright: Copyright © 2019, Emerald Publishing Limited, This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher'.
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Depositing User: Pantea Foroudi
Date Deposited: 18 Nov 2019 08:34
Last Modified: 29 Nov 2022 18:23

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