IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v9y2017i10p1911-d116227.html
   My bibliography  Save this article

Millennial Generation and Environmental Sustainability: The Role of Social Media in the Consumer Purchasing Behavior for Wine

Author

Listed:
  • Giovanni Sogari

    (Department of Food and Drug, University of Parma, 43124 Parma PR, Italy)

  • Tommaso Pucci

    (Department of Business and Law, University of Siena, 53100 Siena SI, Italy)

  • Barbara Aquilani

    (Department of Economics, Engineering, Society and Management, University of Tuscia, 01100 Lazio, Viterbo, Italy)

  • Lorenzo Zanni

    (Department of Business and Law, University of Siena, 53100 Siena SI, Italy)

Abstract

In the coming years, social media technology will have a crucial role in environmental involvement and in encouraging sustainable behaviors in the wine industry. Sustainable development is becoming a crucial topic for many consumers. Also, in the wine industry much research has been carried out to decrease the environmental impact, with a particular focus on renewable energy use, greenhouse gas emissions, pesticides reduction, water and waste management, biodiversity, soil and landscape preservation. In recent years, social media technologies have gained increased attention for their potential to amplify environmental concerns and encourage sustainable behaviors among people. This study aims to study the role of social media in the consumer purchasing behavior for wine between the millennial and non-millennial generations. A total sample of 2597 Italian wine consumer responses were collected and a structured questionnaire was used to test our hypothesis. The main results show that the greater the import the consumer places on the product/process dimension of environmental sustainability, the higher the self-selection in market segments. This is true for both millennials and non-millennials. The results show the power of social media to increase sustainability awareness and consecutively influence the consumer’s buying behavior for wine (higher price segment). From a marketing perspective, companies should improve their capacity to share and communicate their environmental activities through social media.

Suggested Citation

  • Giovanni Sogari & Tommaso Pucci & Barbara Aquilani & Lorenzo Zanni, 2017. "Millennial Generation and Environmental Sustainability: The Role of Social Media in the Consumer Purchasing Behavior for Wine," Sustainability, MDPI, vol. 9(10), pages 1-16, October.
    • Handle: RePEc:gam:jsusta:v:9:y:2017:i:10:p:1911-:d:116227
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/9/10/1911/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/9/10/1911/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Loureiro, Maria L., 2003. "Rethinking new wines: implications of local and environmentally friendly labels," Food Policy, Elsevier, vol. 28(5-6), pages 547-560.
    2. Bazoche, Pascale & Issanchou, Sylvie & Brouard, Joëlle & Maratray, Jacques & Ginon, Emilie, 2015. "Evaluating consumers' sustainable choice of wine: A virtual shop experiment," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202735, European Association of Agricultural Economists.
    3. Chen, Yubo & Fay, Scott & Wang, Qi, 2011. "The Role of Marketing in Social Media: How Online Consumer Reviews Evolve," Journal of Interactive Marketing, Elsevier, vol. 25(2), pages 85-94.
    4. Kristine de Valck & Roberts V. Kozinets & Andrea C. Wojnicki & Sarah J.S. Wilner, 2010. "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities," Post-Print hal-00458424, HAL.
    5. Cristina Santini & Alessio Cavicchi & Leonardo Casini, 2013. "Sustainability in the wine industry: key questions and research trends a," Demography, Springer;Population Association of America (PAA), vol. 1(1), pages 1-14, December.
    6. Todd M. Schmit & Bradley J. Rickard & John Taber, 2013. "Consumer Valuation of Environmentally Friendly Production Practices in Wines, considering Asymmetric Information and Sensory Effects," Journal of Agricultural Economics, Wiley Blackwell, vol. 64(2), pages 483-504, June.
    7. Kaung-Hwa Chen & Kuo-Jung Hsieh & Feng-Hsiang Chang & Nai-Chia Chen, 2015. "The Customer Citizenship Behaviors of Food Blog Users," Sustainability, MDPI, vol. 7(9), pages 1-19, September.
    8. Chris von Borgstede & Kristin Andersson, 2010. "Environmental Information—Explanatory Factors for Information Behavior," Sustainability, MDPI, vol. 2(9), pages 1-14, September.
    9. Riccardo Vecchio & Azzurra Annunziata & Athanasios Krystallis & Eugenio Pomarici, 2015. "Consumers' literacy and preferences for sustainability labels: an exploratory analysis on Italian young adults," International Journal of Globalisation and Small Business, Inderscience Enterprises Ltd, vol. 7(3/4), pages 221-233.
    10. Sebastian Krätzig & Bartlett Warren-Kretzschmar, 2014. "Using Interactive Web Tools in Environmental Planning to Improve Communication about Sustainable Development," Sustainability, MDPI, vol. 6(1), pages 1-15, January.
    11. Matthew T. Ballew & Allen M. Omoto & Patricia L. Winter, 2015. "Using Web 2.0 and Social Media Technologies to Foster Proenvironmental Action," Sustainability, MDPI, vol. 7(8), pages 1-29, August.
    12. MacDonald, Jasmine B. & Saliba, Anthony J. & Bruwer, Johan, 2013. "Wine choice and drivers of consumption explored in relation to generational cohorts and methodology," Journal of Retailing and Consumer Services, Elsevier, vol. 20(3), pages 349-357.
    13. Eugenio Pomarici & Riccardo Vecchio & Angela Mariani, 2015. "Wineries’ Perception of Sustainability Costs and Benefits: An Exploratory Study in California," Sustainability, MDPI, vol. 7(12), pages 1-11, December.
    14. Emanuele Bonamente & Flavio Scrucca & Francesco Asdrubali & Franco Cotana & Andrea Presciutti, 2015. "The Water Footprint of the Wine Industry: Implementation of an Assessment Methodology and Application to a Case Study," Sustainability, MDPI, vol. 7(9), pages 1-19, September.
    15. Sara Rinaldi & Emanuele Bonamente & Flavio Scrucca & Maria Cleofe Merico & Francesco Asdrubali & Franco Cotana, 2016. "Water and Carbon Footprint of Wine: Methodology Review and Application to a Case Study," Sustainability, MDPI, vol. 8(7), pages 1-17, July.
    16. Marta Maria Montella, 2017. "Wine Tourism and Sustainability: A Review," Sustainability, MDPI, vol. 9(1), pages 1-11, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Nicola Casolani & Emilio Chiodo & Lolita Liberatore, 2023. "Continuous Improvement of VIVA-Certified Wines: Analysis and Perspective of Greenhouse Gas Emissions," Sustainability, MDPI, vol. 15(3), pages 1-15, January.
    2. Christoph F. Wiedenroth & Verena Otter, 2022. "Can new healthy luxury food products accelerate short food supply chain formation via social media marketing in high-income countries?," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 10(1), pages 1-30, December.
    3. Seung-hye Jung & Joon-ho Kim & Ha-na Cho & Hae-won Lee & Hyun-ju Choi, 2021. "Brand Personality of Korean Dance and Sustainable Behavioral Intention of Global Consumers in Four Countries: Focusing on the Technological Acceptance Model," Sustainability, MDPI, vol. 13(20), pages 1-19, October.
    4. María Carmen García-Cortijo & Juan R. Ferrer & Juan Sebastián Castillo-Valero & Vicente Pinilla, 2021. "The Drivers of the Sustainability of Spanish Wineries: Resources and Capabilities," Sustainability, MDPI, vol. 13(18), pages 1-12, September.
    5. Cristina Gómez-Román & Maria Luisa Lima & Gloria Seoane & Mónica Alzate & Marcos Dono & José-Manuel Sabucedo, 2020. "Testing Common Knowledge: Are Northern Europeans and Millennials More Concerned about the Environment?," Sustainability, MDPI, vol. 13(1), pages 1-16, December.
    6. repec:aud:audfin:v:20:y:2018:i:49:p:536 is not listed on IDEAS
    7. Nieves Garcia-Casarejos & Pilar Gargallo & Javier Carroquino, 2018. "Introduction of Renewable Energy in the Spanish Wine Sector," Sustainability, MDPI, vol. 10(9), pages 1-17, September.
    8. Svetlana Ignjatijević & Jelena Vapa Tankosić & Nemanja Lekić & Duško Petrović & Sandra Brkanlić & Bojan Vapa & Vladimir Tomašević & Nikola Puvača & Radivoj Prodanović & Irena Milojević, 2022. "Agro-Environmental Practices and Business Performance in the Wine Sector," Agriculture, MDPI, vol. 12(2), pages 1-21, February.
    9. Xuan Gong & Yunchan Zhu & Rizwan Ali & Ruijin Guo, 2019. "Capturing Associations and Sustainable Competitiveness of Brands from Social Tags," Sustainability, MDPI, vol. 11(6), pages 1-20, March.
    10. Costanza Nosi & Tommaso Pucci & Cecilia Silvestri & Barbara Aquilani, 2017. "Does Value Co-Creation Really Matter? An Investigation of Italian Millennials Intention to Buy Electric Cars," Sustainability, MDPI, vol. 9(12), pages 1-21, November.
    11. Tim Baird & C. Michael Hall & Pavel Castka, 2018. "New Zealand Winegrowers Attitudes and Behaviours towards Wine Tourism and Sustainable Winegrowing," Sustainability, MDPI, vol. 10(3), pages 1-23, March.
    12. Silvia H. Bonilla & Helton R. O. Silva & Marcia Terra da Silva & Rodrigo Franco Gonçalves & José B. Sacomano, 2018. "Industry 4.0 and Sustainability Implications: A Scenario-Based Analysis of the Impacts and Challenges," Sustainability, MDPI, vol. 10(10), pages 1-24, October.
    13. Elena-Madalina Vatamanescu & Vlad-Andrei Alexandru & Georgiana Cristea & Loredana Radu & Oana Chirica, 2018. "A Demand-Side Perspective of Bioeconomy: The Influence of Online Intellectual Capital on Consumption," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 20(49), pages 536-536, August.
    14. Michał Gazdecki & Elżbieta Goryńska-Goldmann & Marietta Kiss & Zoltán Szakály, 2021. "Segmentation of Food Consumers Based on Their Sustainable Attitude," Energies, MDPI, vol. 14(11), pages 1-28, May.
    15. Wang, Xueqin & Wong, Yiik Diew & Li, Kevin X. & Yuen, Kum Fai, 2021. "Shipping industry's sustainability communications to public in social media: A longitudinal analysis," Transport Policy, Elsevier, vol. 110(C), pages 123-134.
    16. Coralie Haller & Daria Plotkina & Tan Vo-Thanh, 2021. "Social Media Use of Small Wineries in Alsace: Resources and Motivations Analysis," Sustainability, MDPI, vol. 13(15), pages 1-14, July.
    17. Marc Dressler & Ivan Paunovic, 2021. "A Typology of Winery SME Brand Strategies with Implications for Sustainability Communication and Co-Creation," Sustainability, MDPI, vol. 13(2), pages 1-17, January.
    18. Judit Oláh & Nemer Aburumman & József Popp & Muhammad Asif Khan & Hossam Haddad & Nicodemus Kitukutha, 2020. "Impact of Industry 4.0 on Environmental Sustainability," Sustainability, MDPI, vol. 12(11), pages 1-21, June.
    19. Marcello Stanco & Marco Lerro, 2020. "Consumers’ Preferences for and Perception of CSR Initiatives in the Wine Sector," Sustainability, MDPI, vol. 12(13), pages 1-13, June.

    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. Lisa Pizzol & Gloria Luzzani & Paolo Criscione & Luca Barro & Carlo Bagnoli & Ettore Capri, 2021. "The Role of Corporate Social Responsibility in the Wine Industry: The Case Study of Veneto and Friuli Venezia Giulia," Sustainability, MDPI, vol. 13(23), pages 1-15, November.
    2. María Carmen García-Cortijo & Juan R. Ferrer & Juan Sebastián Castillo-Valero & Vicente Pinilla, 2021. "The Drivers of the Sustainability of Spanish Wineries: Resources and Capabilities," Sustainability, MDPI, vol. 13(18), pages 1-12, September.
    3. Rydén, Pernille & Ringberg, Torsten & Wilke, Ricky, 2015. "How Managers' Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 1-16.
    4. Zahra MajlesiRad & Abdol Hamid Haji pour Shoushtari, 2020. "Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand," Future Business Journal, Springer, vol. 6(1), pages 1-19, December.
    5. Gloria Luzzani & Erica Grandis & Marco Frey & Ettore Capri, 2021. "Blockchain Technology in Wine Chain for Collecting and Addressing Sustainable Performance: An Exploratory Study," Sustainability, MDPI, vol. 13(22), pages 1-17, November.
    6. Inmaculada Carrasco & Juan Sebastián Castillo-Valero & Carmen Córcoles & Marcos Carchano, 2021. "Greening Wine Exports? Changes in the Carbon Footprint of Spanish Wine Exports," IJERPH, MDPI, vol. 18(17), pages 1-13, August.
    7. Ku, Hsuan-Hsuan & Shang, Rong-An & Fu, Yi-Fan, 2021. "Social learning effects of complaint handling on social media: Self-construal as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    8. Raineau, Yann & Giraud-Héraud, Éric & Lecocq, Sébastien & Pérès, Stéphanie & Pons, Alexandre & Tempère, Sophie, 2023. "When health-related claims impact environmental demand: Results of experimental auctions with Bordeaux wine consumers," Ecological Economics, Elsevier, vol. 204(PA).
    9. Peters, Kay & Chen, Yubo & Kaplan, Andreas M. & Ognibeni, Björn & Pauwels, Koen, 2013. "Social Media Metrics — A Framework and Guidelines for Managing Social Media," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 281-298.
    10. Carmen Ferrara & Giovanni De Feo, 2018. "Life Cycle Assessment Application to the Wine Sector: A Critical Review," Sustainability, MDPI, vol. 10(2), pages 1-16, February.
    11. Marc Dressler & Ivan Paunovic, 2021. "A Typology of Winery SME Brand Strategies with Implications for Sustainability Communication and Co-Creation," Sustainability, MDPI, vol. 13(2), pages 1-17, January.
    12. Guillermo Vázquez Vicente & Victor Martín Barroso & Francisco José Blanco Jiménez, 2021. "Sustainable Tourism, Economic Growth and Employment—The Case of the Wine Routes of Spain," Sustainability, MDPI, vol. 13(13), pages 1-17, June.
    13. Despoina Dede & Eleni Didaskalou & Sotirios Bersimis & Dimitrios Georgakellos, 2020. "A Statistical Framework for Assessing Environmental Performance of Quality Wine Production," Sustainability, MDPI, vol. 12(24), pages 1-16, December.
    14. Luigi Galletto & Luigino Barisan, 2019. "Carbon Footprint as a Lever for Sustained Competitive Strategy in Developing a Smart Oenology: Evidence from an Exploratory Study in Italy," Sustainability, MDPI, vol. 11(5), pages 1-20, March.
    15. Ana Trigo & Paula Silva, 2022. "Sustainable Development Directions for Wine Tourism in Douro Wine Region, Portugal," Sustainability, MDPI, vol. 14(7), pages 1-24, March.
    16. Kick, Markus, 2015. "Social Media Research: A Narrative Review," EconStor Preprints 182506, ZBW - Leibniz Information Centre for Economics.
    17. Katharina Hauck & Gergely Szolnoki, 2020. "German Consumers’ Perceptions of Organic Wine—A Qualitative Approach," Sustainability, MDPI, vol. 12(18), pages 1-16, September.
    18. Claire Lamoureux & Nindu Barbier & Tatiana Bouzdine-Chameeva, 2022. "Managing Wine Tourism and Biodiversity: The Art of Ambidexterity for Sustainability," Sustainability, MDPI, vol. 14(22), pages 1-18, November.
    19. Bianchi, Constanza & Andrews, Lynda, 2015. "Investigating marketing managers' perspectives on social media in Chile," Journal of Business Research, Elsevier, vol. 68(12), pages 2552-2559.
    20. Megan E. Waldrop & Jill J. McCluskey & Ron C. Mittelhammer, 2017. "Products with multiple certifications: insights from the US wine market," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 44(4), pages 658-682.

    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:gam:jsusta:v:9:y:2017:i:10:p:1911-:d:116227. 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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    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.