Abstract
Abstract. The purpose of the study was to evaluate the attitudes of Lithuanian consumers towards the country of origin (COO) of wine. The main factors that influence the effect of COO and the mechanism of its formation were identified. The effects of social stereotypes, described by a Stereotype Content Model, on consumers’ attitudes are also analyzed, identifying the competence and warmth of the COO as important antecedents of consumers’ attitudes. The region of the origin of wine (appellation, protected designation of origin – PDO) have been identified as another important place-of-origin cue determining the consumer’s choice. A quantitative empirical research method – online survey – was used for the purpose of the study. The results have revealed that there are three types of wine consumers’ involvement: cognitive involvement, emotional product involvement, and emotional situational involvement, and that the importance of wine’s COO and region of origin (appellation, PDO) for consumers differs depending on the type and level of a consumer’s involvement. The existence of a statistically significant correlation among consumers’ attitude towards the COO of wine and the country’s competence and warmth has been proven, together with a possible relation between the type of a consumer’s involvement (cognitive, emotional situational or emotional product involvement) and the influence of COO competence and warmth on consumers’ attitude towards a wine. The research has also revealed an important positive relationship among consumer identification with the COO of wine, evaluation of COO competence, and the warmth and consumer attitude towards the COO of wine.Key words: country of origin of wine, consumers’ attitude, consumers’ involvement, stereotype content modelstify;">
Highlights
The country of origin (COO) of a product is one of the constructs that in recent decades have received considerable attention of the majority of marketing and consumer behaviour researchers (Pharr, 2005)
These studies have shown that the COO of wine is very important to consumers, and in some cases it is the most important criterion for selection of wine as compared with the other internal and external attributes of wine; they did not provide a complete answer to the question of how consumer attitudes are formed by the COO of wine, which criteria determine consumers’ preference of one or another country, and it is this kind of research that would have significant practical benefits for wine importers, distributors, and marketing professionals
The importance of the effect of the COO depends on factors related to the product, consumer and the COO
Summary
The country of origin (COO) of a product is one of the constructs that in recent decades have received considerable attention of the majority of marketing and consumer behaviour researchers (Pharr, 2005). The majority of empirical studies that were aimed to assess the impact of the COO on wine evaluation and purchase were carried out either in wine-producing countries such as China, Australia, USA (Hu et al, 2008; Goodman, 2009; Guidry et al, 2009) or in a country famous for its long wine-consuming traditions, like the United Kingdom (Felzensztein, Dinnie, 2005). These studies have shown that the COO of wine is very important to consumers, and in some cases it is the most important criterion for selection of wine as compared with the other internal and external attributes of wine; they did not provide a complete answer to the question of how consumer attitudes are formed by the COO of wine, which criteria determine consumers’ preference of one or another country, and it is this kind of research that would have significant practical benefits for wine importers, distributors, and marketing professionals
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