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Prediction of Consumption of Local Wine in Italian Consumers Based on Theory of Planned Behavior

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Listed:
  • Nicole Campos-Arteaga

    (Carrera de Negocios Internacionales Facultad de Ciencias Empresariales y Económicas, Universidad de Lima, Lima 15023, Peru)

  • Aldo Alvarez-Risco

    (Carrera de Negocios Internacionales Facultad de Ciencias Empresariales y Económicas, Universidad de Lima, Lima 15023, Peru)

  • Alexandra Gonzales-Vásquez

    (Carrera de Negocios Internacionales Facultad de Ciencias Empresariales y Económicas, Universidad de Lima, Lima 15023, Peru)

  • Fabrizio Rios-La-Torre

    (Carrera de Negocios Internacionales Facultad de Ciencias Empresariales y Económicas, Universidad de Lima, Lima 15023, Peru)

  • Jaasiel Melillo-Espinoza-Chueca

    (Carrera de Negocios Internacionales Facultad de Ciencias Empresariales y Económicas, Universidad de Lima, Lima 15023, Peru)

  • Maria de las Mercedes Anderson-Seminario

    (Carrera de Negocios Internacionales Facultad de Ciencias Empresariales y Económicas, Universidad de Lima, Lima 15023, Peru)

  • Shyla Del-Aguila-Arcentales

    (Escuela de Posgrado, Universidad San Ignacio de Loyola, Lima 15024, Peru)

  • Christian R. Mejia

    (Facultad de Medicina, Universidad Continental, Lima 15046, Peru)

  • Jaime A. Yáñez

    (Vicerrectorado de Investigación, Universidad Norbert Wiener, Lima 15046, Peru
    Gerencia Corporativa de Asuntos Científicos y Regulatorios, Teoma Global, Lima 15073, Peru)

Abstract

The consumption of local wine positively influences a country’s economy by providing jobs while preserving the environment. The aim of this study was to determine the effects of complementary factors, based on an extended model of the Theory of Planned Behavior, in consumer behavior toward local wine by evaluating the antecedents of Italian local wine consumption. Partial least squares structural equation modeling (PLS-SEM) was used to test the hypotheses. For the study, a survey was sent to a total sample of 404 people residing in Italy. The results showed a relationship between purchase intention and perceived behavioral control. In addition, ethnocentric personality was found to have a positive influence, and cosmopolitan personality was found to have a negative influence. It was also confirmed that personal norms and place identity were related to attitudes toward this behavior. This study contributes to the literature in a way that adds constructs to the theory relevant to local wine consumption. Similarly, for those involved in the internal and external marketing of local products, it addresses and provides implications that can be considered.

Suggested Citation

  • Nicole Campos-Arteaga & Aldo Alvarez-Risco & Alexandra Gonzales-Vásquez & Fabrizio Rios-La-Torre & Jaasiel Melillo-Espinoza-Chueca & Maria de las Mercedes Anderson-Seminario & Shyla Del-Aguila-Arcenta, 2022. "Prediction of Consumption of Local Wine in Italian Consumers Based on Theory of Planned Behavior," Sustainability, MDPI, vol. 14(22), pages 1-15, November.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:22:p:14769-:d:967694
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    References listed on IDEAS

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