Wine culture as a lever for developing new markets: the case of RIOJA

La culture du vin comme levier de développement de nouveaux marchés: Le cas du RIOJA

Gwenaëlle Oruezabala (), Cristina Olarte-Pascual, Eva Reinares-Lara and Jorge Pelegrin-Borondo
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Gwenaëlle Oruezabala: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université
Cristina Olarte-Pascual: UR - Universidad de La Rioja
Eva Reinares-Lara: URJC - Universidad Rey Juan Carlos = Rey Juan Carlos University
Jorge Pelegrin-Borondo: UR - Universidad de La Rioja

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Abstract: Interest in wine generates a general culture about the terroir and the traditions associated with it, which can be called oenoculturality. A quantitative study of a sample of 1126 potential buyers of new wine was conducted in the Spanish region of La Rioja. The cognitive-affective-normative (CAN) model used allowed for the emergence of three market segments: oenoculturalists, inter-oenoculturalists and a-oenoculturalists. These results help to clarify the importance of wine culture in the acceptance of a product innovation and contribute to the identification of new market segments, which allows marketing actions to be considered.

Keywords: wine culture; oeno-culturality; CAN model; new markets; Rioja wine; culture du vin; oeno-culturalité; modèle CAN; nouveaux marchés; vin de Rioja (search for similar items in EconPapers)
Date: 2023
New Economics Papers: this item is included in nep-agr and nep-cul
Note: View the original document on HAL open archive server: https://nantes-universite.hal.science/hal-04284352
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Published in Cahiers du CRINI, 2023, Crises et défis dans les échanges internationaux : Supply chain et commerce, mondialisation et cultures locales, 4, pp.14

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