Abstract
This paper investigates whether including authentic information on the back labels of wine bottles enhances consumers’ confidence and purchase intentions about wine; it also assesses the moderating role of involvement and knowledge about wine. We conducted two experimental studies. Study 1 generated three findings. First, when the back label had authentic information, subjects showed higher confidence levels. Second, this effect was hold for subjects with low levels of involvement. Finally, we did not observe this effect for subjects with high levels of involvement. Study 2 extended study 1’s findings and identified the moderated mediation effect of confidence. The findings highlight the important impact on wine choice of authentic information. However, the findings also suggest that authentic information may not be sufficient to attract people with high levels of involvement and knowledge. This study’s findings provide wine producers with practical marketing insights.
Highlights
Authenticity plays a key role in contemporary consumer behavior (Blady 2021; Jung and La 2020)
The effect of adding authentic information on confidence disappeared when subjects were highly involved with wine, and its effect on purchase intentions disappeared when subjects were highly knowledgeable about wine
This study showed that including authentic information on the back labels of wine bottles enhances consumers’ pre-purchase confidence
Summary
Authenticity plays a key role in contemporary consumer behavior (Blady 2021; Jung and La 2020). Researchers have shown surprisingly little interest in examining the effect of authentic information in the context of wine purchase. The present study aims to deepen our understanding of information cues on the back labels of wine bottles by drawing on the literature of authenticity. The effect of adding authentic information on confidence disappeared when subjects were highly involved with wine, and its effect on purchase intentions disappeared when subjects were highly knowledgeable about wine. Confidence mediated the effect of authentic information on purchase intentions. Together, these findings suggest that authenticity increases confidence, which, in turn, increases purchase intentions only when consumers are either less involved with or less knowledgeable about wine consumption
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
