When the Customer and the Wine Shelf Meet: Factors of Ethnocentrism When Selecting a Bottle of Wine

Vita Petek, Črtomir Rozman and Jasna Potočnik Topler
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Vita Petek: Faculty of Tourism, University of Maribor, 8250 Brežice, Slovenia
Črtomir Rozman: Faculty of Agriculture and Life Sciences, University of Maribor, 2000 Maribor, Slovenia
Jasna Potočnik Topler: Faculty of Tourism, University of Maribor, 8250 Brežice, Slovenia

Sustainability, 2021, vol. 13, issue 21, 1-16

Abstract: This study examines the importance of wine characteristics when choosing wine, such as the shape and colour of the bottle, type of wine cork, information on the wine label, price and ethnocentrism. Three research questions were proposed in this paper. A quantitative online survey in the form of 458 participants was carried out in Slovenia. Participants were asked questions relating to their wine consumption behaviour. The results of this study show the Spearman’s correlation coefficient between ethnocentrism and country-of-origin importance. These findings benefit winemakers who want to improve their wine sales and learn what characteristics of the wine label are significant.

Keywords: buying and selling wine; wine consumer; wine market; wine label; communication (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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