SCIENCE ARTICLE
Factors influencing the purchase of regional wines by the Millennial generation from the Lubusz Voivodeship
 
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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
 
KEYWORDS
JEL CLASSIFICATION CODES
D10
D11
D12
E21
 
TOPICS
ABSTRACT
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.
FUNDING
The publication is co-financed by the Lubusz Voivodeship as part of the Small Grants for Public Universities in the Lubusz Voivodeship competition
 
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