IDEAS home Printed from https://ideas.repec.org/a/vrn/journl/y2020i3p238-340.html
   My bibliography  Save this article

Wine Purchasing Drivers of Young Bulgarians - an Empirical Study

Author

Listed:
  • Petyo Boshnakov

    (Department of International Economic Relations, University of Economics, Varna, Bulgaria)

  • Irina Kancheva

    (Department of International Economic Relations, University of Economics, Varna, Bulgaria)

  • Georgi Marinov

    (Department of International Economic Relations, University of Economics, Varna, Bulgaria)

Abstract

In recent years there has been a generational shift, and wine consumption of Generation Z is emerging. In our study we aim to explore the main drivers of wine purchase decisions of young Bulgarians. We explored a sample of 176 Bulgarian residents, aged 19-25, living in Northeastern Bulgaria. The results of our study show that in their wine consumption young Bulgarians are not differentiated by variables like sex, place where they live and living in couples or single. Among the main sources of difference in the perceptions of young Bulgarians towards wine are their predisposition to buy expensive wines and the practice to mix wine drinking with the drinking of other alcoholic beverages.

Suggested Citation

  • Petyo Boshnakov & Irina Kancheva & Georgi Marinov, 2020. "Wine Purchasing Drivers of Young Bulgarians - an Empirical Study," Business & Management Compass, University of Economics Varna, issue 3, pages 238-340.
    • Handle: RePEc:vrn:journl:y:2020:i:3:p:238-340
    as

    Download full text from publisher

    File URL: http://journal.ue-varna.bg/uploads/20200917063408_20869633745f63036087060.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Svetla Boneva, 2014. "Effects of the Increase of Tobacco Products Excise on Public Health and Budget Revenues in EU," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 3, pages 117-153.
    2. repec:cmj:journl:y:2013:i:29:boshnakov is not listed on IDEAS
    3. Petyo BOSHNAKOV & Georgi MARINOV, 2013. "A Comparative Study Of Demand For Local And Foreign Wines In Bulgaria," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 2, pages 5-10, November.
    4. Stancu, Adrian, 2015. "An Analysis Of The Relation Between Wine Consumption And Cultural Models," Economics of Agriculture, Institute of Agricultural Economics, vol. 62(1), pages 1-21, March.
    5. Castellini, Alessandra & Mauracher, Christine & Procidano, Isabella & Sacchi, Giovanna, 2014. "Italian market of organic wine: a survey on production system characteristics and marketing strategies," 140th Seminar, December 13-15, 2013, Perugia, Italy 163348, European Association of Agricultural Economists.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Francesca Bassi & Fulvia Pennoni & Luca Rossetto, 2020. "The Italian market of sparkling wines: Latent variable models for brand positioning, customer loyalty, and transitions across brands' preferences," Agribusiness, John Wiley & Sons, Ltd., vol. 36(4), pages 542-567, October.
    2. Nadia A Streletskaya & Jura Liaukonyte & Harry M Kaiser, 2019. "Absence labels: How does information about production practices impact consumer demand?," PLOS ONE, Public Library of Science, vol. 14(6), pages 1-18, June.
    3. Rossella Canestrino & Pierpaolo Magliocca & Antonio Guarino, 2016. "Environmental sustainability and organic wine production: evidences from italian industry," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(2), pages 83-111.
    4. Petyo Boshnakov, 2016. "A Comparative Study of Tastes and Preferences for Local and Foreign Wines in Bulgaria," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 2(11), pages 33-39, October.
    5. Francesca Varia & Dario Macaluso & Ida Agosta & Francesco Spatafora & Giovanni Dara Guccione, 2021. "Transitioning towards Organic Farming: Perspectives for the Future of the Italian Organic Wine Sector," Sustainability, MDPI, vol. 13(5), pages 1-15, March.
    6. Spiegel, Alisa & Coletta, Attilio & Severini, Simone, 2022. "The distortive effect of organic payments: An example of policy failure in the case of hazelnut plantation," Land Use Policy, Elsevier, vol. 119(C).
    7. Lara Agnoli & J. François Outreville, 2021. "Wine Consumption and Culture: A Cross‐Country Analysis," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 43(3), pages 1101-1124, September.
    8. Katharina Hauck & Gergely Szolnoki, 2020. "German Consumers’ Perceptions of Organic Wine—A Qualitative Approach," Sustainability, MDPI, vol. 12(18), pages 1-16, September.
    9. Hans De Steur & Hélène Temmerman & Xavier Gellynck & Maurizio Canavari, 2020. "Drivers, adoption, and evaluation of sustainability practices in Italian wine SMEs," Business Strategy and the Environment, Wiley Blackwell, vol. 29(2), pages 744-762, February.

    More about this item

    Keywords

    Bulgarian Generation Z; alcohol purchases; decision-making process; bottled wine purchases;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q17 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agriculture in International Trade

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrn:journl:y:2020:i:3:p:238-340. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Yana Doneva (email available below). General contact details of provider: https://edirc.repec.org/data/uevarbg.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.