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Effects of atmosphere on emotions and consumer behaviour at wineries

Effects of atmosphere on emotions and consumer behaviour at wineries The aim of this study is to investigate the influence of atmosphere on consumer emotions and wine purchasing behaviours to assist winery management in the development and communication of a strong positioning strategy. Studies in retail have indicated the importance of atmosphere in relation to consumer emotions and behaviours. Until now, limited evidence has existed on how the three dimensions of atmosphere may influence consumers visiting wineries.Design/methodology/approachThe study consisted of surveys conducted in two stages. The first survey (n = 170) explored the factors applied in this study, and the second survey (n = 377) analysed the relationship between the atmosphere, emotions and consumer purchasing behaviours at wineries.FindingsFindings indicated that atmosphere at a winery has the potential to positively influence consumer emotions and wine purchasing behaviours. Live music and the natural environment were particularly formative of atmosphere and consumer emotions and their subsequent wine purchasing while visiting the winery. The distinction allowed this study to analyse factors important for consumers to increase the time they spent at the winery.Research limitations/implicationsThe geographical location of the study is limited to one state in Australia.Originality/valueIn distinguishing between different consumer wine purchasing behaviours, drinking wine and buying wine, this paper contributed to three important intersectoral fields: wine tourism, atmosphere and consumer behaviour. Additional factors that contributed to consumer emotions and wine purchasing behaviours included live music and the natural environment at wineries. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Business Research Emerald Publishing

Effects of atmosphere on emotions and consumer behaviour at wineries

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1751-1062
eISSN
1751-1062
DOI
10.1108/ijwbr-05-2021-0028
Publisher site
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Abstract

The aim of this study is to investigate the influence of atmosphere on consumer emotions and wine purchasing behaviours to assist winery management in the development and communication of a strong positioning strategy. Studies in retail have indicated the importance of atmosphere in relation to consumer emotions and behaviours. Until now, limited evidence has existed on how the three dimensions of atmosphere may influence consumers visiting wineries.Design/methodology/approachThe study consisted of surveys conducted in two stages. The first survey (n = 170) explored the factors applied in this study, and the second survey (n = 377) analysed the relationship between the atmosphere, emotions and consumer purchasing behaviours at wineries.FindingsFindings indicated that atmosphere at a winery has the potential to positively influence consumer emotions and wine purchasing behaviours. Live music and the natural environment were particularly formative of atmosphere and consumer emotions and their subsequent wine purchasing while visiting the winery. The distinction allowed this study to analyse factors important for consumers to increase the time they spent at the winery.Research limitations/implicationsThe geographical location of the study is limited to one state in Australia.Originality/valueIn distinguishing between different consumer wine purchasing behaviours, drinking wine and buying wine, this paper contributed to three important intersectoral fields: wine tourism, atmosphere and consumer behaviour. Additional factors that contributed to consumer emotions and wine purchasing behaviours included live music and the natural environment at wineries.

Journal

International Journal of Wine Business Research – Emerald Publishing

Published: Oct 18, 2022

Keywords: Winery; Wine purchasing; Atmosphere; Music; Nature; Consumer behaviour; Wine tourism; Surveys; Wines; Survey research; Qualitative; Red wine; Alcoholic drinks; Wines and spirits

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