Factors influencing the purchase of regional wines by the Millennial generation from the Lubusz Voivodeship
More details
Hide details
Faculty of Economics and Management, University of Zielona Góra, Poland
Submission date: 2023-09-27
Acceptance date: 2023-10-26
Online publication date: 2023-12-13
Publication date: 2023-11-22
Corresponding author
Mariola Michałowska   

Faculty of Economics and Management, University of Zielona Góra, Poland
Management 2023;27(2):26-44
The main aim of the study is to identify the most important conditions favoring the development of the Lubusz wine market, with particular emphasis on examining the involvement of young buyers (Millennium generation) in the purchase of Lubusz wines and the impact of factors determining their behavior, including situational ones related to the purchase and consumption of wine, as a generation in an increasingly more responsible for expanding the market. In addition, determining the demographic and economic profile of consumers consuming regional Lubusz wines, as well as proposing practical solutions for building a competitive advantage by the wine industry and wine sellers based on factors shaping the purchase of regional Lubusz wines. In the research procedure, the authors used literature analysis and survey research conducted among young consumers from the Lubusz Voivodeship. The research shows that the purchase of wine is associated with young consumers' perception of it as supporting the Lubusz region in its development. However, the purchase determinants include taste, quality, bouquet, and positive information about the wine. In turn, the main reasons for not making purchases are not drinking alcohol and too high a price.
The publication is co-financed by the Lubusz Voivodeship as part of the Small Grants for Public Universities in the Lubusz Voivodeship competition
Atkin T., Thach L. (2012). Millennial wine consumers: Risk perception and information search. Wine Economics and Policy 1, pp. 54-62. DOI:10.1016/j.wep.2012.08.002.
Balestrini P., Gamble P. (2006), Country-of-origin effects on Chinese wine consumers. British Food Journal, Vol. 108 No. 5, pp. 396-412.
Bruwer J., House M. (2003). Has the era of regional branding arrived for the Australian wine industry? Some perspectives, The Australian and New Zealand Grapegrower and Winemaker, pp. 56–61.
Bruwer J., Li E., Reid M. (2002), Segmentation of the Australian Wine Market Using a Wine-Related Lifestyle Approach. Journal of Wine Research, Vol. 13, No. 3, pp. 217–242.
Castellini A., Samoggia A. (2018). Millennial consumers’ wine consumption and purchasing habits and attitude towards wine innovation. Wine Economics and Policy, Vol. 7, Issue 2, pp. 128-139.
De Magistris T., Groot E., Gracia A., Albisu L.M. (2011). Do Millennial generation’s wine preferences of the “New World” differ from the “Old World”? A pilot study. International Journal of Wine Business Research, Vol. 23 No. 2, pp. 145-160. DOI:10.1108/17511061111143007.
Famularo B., Bruwer J., Li E. (2010), Region of origin as choice factor: wine knowledge and wine tourism involvement influence, International Journal of Wine Business Research 22, pp. 362–385.
Gallenti G., Troiano S., Marangon F., Bogoni P., Campisi B., Cosmina M. (2019). Environmentally sustainable versus aesthetic values motivating millennials’ preferences for wine purchasing: evidence from an experimental analysis in Italy. Agricultural and Food Economics, 7(1). DOI: 10.1186/s40100-019-0132-x.
Hall J., Winchester M. (2001). Empirical Analysis of Spawton (1991) Segmentation of the Australian Wine Market, in AP - Asia Pacific Advances in Consumer Research, Volume 4, eds. Paula M. Tidwell and Thomas E. Muller, Provo, UT: Association for Consumer Research, pp. 319–327.
Johnson R., Bruwer J. (2007). Regional brand image and perceived winequality: the consumer perspective. International Journal of WineBusiness Research 19 (4), pp. 276–297.
Lockshin L.S., Rhodus, W.T. (1993). The effect of price and oak flavor on perceived wine quality. International Journal of Wine Marketing, vol. 5 (2), pp. 13-25.
Kułyk P., Michałowska M. (2018). Consumer Behaviour in the Organic Food Market in the Light of Results of Empirical Research in Lubuskie Voivodeship, Internal Trade, 2(373), pp. 270-282.
Mehta R., Bhanja, N. (2018). Consumer preferences for wine attributes in an emerging market. International Journal of Retail & Distribution Management, Vol. 46 No. 1, pp. 34-48.
Mueller S., Charters, S. (2011). Special Issue Generation Y and wine. International Journal of Wine Business Research, Vol. 23 No. 2.
Nassivera F., Gallenti G., Troiano S., Marangon, F., Cosmina M., Bogoni P., Campisi, B.; Carzedda M. (2020), Italian millennials’ preferences for wine: an exploratory study. British Food Journal, Volume: 122 Issue: 8, pp. 2403-2423. DOI: 10.1108/BFJ-05-2019-0306.
Pomarici E., Vecchio R. (2014). Millennial generation attitudes to sustainable wine: an exploratory study on Italian consumers. Journal of Cleaner Production, Volume 66, 1, pp. 537-545.
Risius A., Klann B.-O., Meyerding S.G.H. (2019). Choosing a lifestyle? Reflection of consumer extrinsic product preferences and views on important wine characteristics in Germany. Wine Economics and Policy, Volume 8, Issue 2, pp. 141-154.
Sogari G., Pucci T., Aquilani B., Zanni L. (2017). Millennial Generation and Environmental Sustainability: The Role of Social Media in the Consumer Purchasing Behavior for Wine. Sustainability, 9(10), 1911. DOI: 10.3390/su9101911.
Szymańska A. I. (2018), Działania promocyjne w kształtowaniu preferencji. Pedagogical University of Krakow, Cracow 2018.
Tapscott D. (2009). Grown Up Digital: How the Net Generation is Changing Your World. McGraw-Hill, New York.
Valor C., Carrero I., Redondo R. (2014). The Influence of Knowledge and Motivation on Sustainable Label Use. Journal of Agricultural and Environmental Ethics, Volume 27, DOI: 10.1007/s10806-013-9478-3, pp. 591–607.
Zander K., Hamm U. (2010). Consumer preferences for additional ethical attributes of organic food. Food Quality and Preference, Volume 21, Issue 5, pp. 495-503.
ISSN:1429-9321 (1997-2019)
Journals System - logo
Scroll to top