Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

Self-concept, product involvement and consumption occasions

Self-concept, product involvement and consumption occasions PurposeThe purpose of this paper is to examine the extent to which consumer self-concept (self-esteem) and product involvement influences the wine purchase decision at the retail level given the anticipated consumption occasion. The predictive effects of self-concept on this interaction were also explored.Design/methodology/approachData collection was in the independent specialist fine wine store environment in Sydney, Australia. Central to the study was the development of a 33-item multi-dimensional fine wine involvement scale (Cronbach’s α =0.846 for 26 final items) for measuring consumers’ involvement.FindingsWine product involvement deepens with age but low involvement consumers perceiving risk in making the wrong product choice may well purchase fine wines for situations where self-concept is a moderating factor. In the case of low involvement wine consumers a positive association exists between situational wine choice and self-concept but no significant differences exist for self-concept across any of the consumption occasions. Age and self-concept were both confirmed as linked to levels of consumption. The findings support the notion that wine consumers aged 45 years and older are significantly more disposed to purchase fine wine products.Practical implicationsFor self-concept to be relevant to purchase it follows that the wine consumption occasion must be conspicuous.Originality/valueThis study is the first to examine the extent to which consumer self-concept and product involvement influences the wine purchase decision at the retail level given the anticipated consumption occasion. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Self-concept, product involvement and consumption occasions

British Food Journal , Volume 119 (6): 16 – Jun 5, 2017

Loading next page...
 
/lp/emerald-publishing/self-concept-product-involvement-and-consumption-occasions-00SSXM58Ok
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0007-070X
DOI
10.1108/BFJ-10-2016-0476
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to examine the extent to which consumer self-concept (self-esteem) and product involvement influences the wine purchase decision at the retail level given the anticipated consumption occasion. The predictive effects of self-concept on this interaction were also explored.Design/methodology/approachData collection was in the independent specialist fine wine store environment in Sydney, Australia. Central to the study was the development of a 33-item multi-dimensional fine wine involvement scale (Cronbach’s α =0.846 for 26 final items) for measuring consumers’ involvement.FindingsWine product involvement deepens with age but low involvement consumers perceiving risk in making the wrong product choice may well purchase fine wines for situations where self-concept is a moderating factor. In the case of low involvement wine consumers a positive association exists between situational wine choice and self-concept but no significant differences exist for self-concept across any of the consumption occasions. Age and self-concept were both confirmed as linked to levels of consumption. The findings support the notion that wine consumers aged 45 years and older are significantly more disposed to purchase fine wine products.Practical implicationsFor self-concept to be relevant to purchase it follows that the wine consumption occasion must be conspicuous.Originality/valueThis study is the first to examine the extent to which consumer self-concept and product involvement influences the wine purchase decision at the retail level given the anticipated consumption occasion.

Journal

British Food JournalEmerald Publishing

Published: Jun 5, 2017

There are no references for this article.