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The Role of Gender and Situational Factors in Wine Consumption of Generation Y

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  • Dlačić Jasmina

    (Senior Assistant, University of Rijeka, Faculty of Economics)

  • Kadić-Maglajlić Selma

    (Ph.D. Assistant Professor University of Sarajevo, School of Economics and Business)

Abstract

The purpose of this study is to analyze the factors influencing wine consumption of Generation Y consumers in the context of two countries from South-Eastern Europe (Bosnia -Herzegovina, and Croatia). Analysis reveals that self-expression, sociability, tradition and food are significant predictors of wine consumption. Multivariate regressions have been applied in order to explain the influences of the abovementioned factors on wine consumption. Research findings show that specific gender and situational differences exist in the wine consumption behaviour of Generation Y. This paper discusses theoretical, empirical and practical implications, and offers ideas for further research

Suggested Citation

  • Dlačić Jasmina & Kadić-Maglajlić Selma, 2013. "The Role of Gender and Situational Factors in Wine Consumption of Generation Y," South East European Journal of Economics and Business, Sciendo, vol. 8(1), pages 1-9, March.
    • Handle: RePEc:vrs:seejeb:v:8:y:2013:i:1:p:9:n:5
    DOI: 10.2478/jeb-2013-0008
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