Do Wine Flaws Really Matter to Wine Consumers’ Intention to Purchase Wine—An Online Study

Do Wine Flaws Really Matter to Wine Consumers’ Intention to Purchase Wine—An Online Study

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Purpose: Exploring antecedents of flawed wine purchase intention, this study attempts to assess consumer acceptance leading to the purchase or consumption of a flawed wine product as well as build a profile of flawed wine consumers.Design/Methodology/Approach: A survey, from Amazon Mechanical Turk (Mturk) with 260 valid survey responses collected.ANOVA with post hoc testing was used to iphone 13 price ohio analyze the data.Findings: Results reflect that attitude, subjective knowledge, perceived behavioral control, perceived risk, and sensory appeal all significantly influence intent to purchase a flawed wine product.

Additionally, environmental attitude significantly influences their intent to purchase wines with flaws and their attitude toward flawed wine.Originality: To date, no research has explored consumer acceptance of flawed wines.This study attempted to fill a gap in the literature and add to the overall body of knowledge regarding flawed wines and consumer understanding/acceptance of flawed wines, as well as generating a profile of potential flawed wine consumers.Research Limitations/Implications: Consumer panel data is not as rich as an experimental study design; altitude sunscreen however, this work starts an academic conversation on flawed wine and provides a foundation for future research.

Practical Implications: The results of this study offer practical opportunities, from educating consumers toward a richer understanding of wine flaws; promotional opportunities for wine producers with a product to be disposed of, enhancing revenue generation; and how sensory appeal and environmental concern are beneficial to furthering the understanding and predictability of consumer intentions to purchase flawed wines.