Motivation and personal involvement leading to wine consumption

Abstract

PurposeWine sales are at the highest volumes ever and warrant a robust understanding of consumption behavior. Consequently, this study aims to examine intrinsic motivational factors (e.g. personal attributes) – those that push the consumer toward wine products – and the extrinsic motivational product attributes (e.g. situational attributes) those that draw – or pull – the consumer toward wine products.Design/methodology/approachA model has been tested in which intrinsic and extrinsic motivations interacted to predict personal involvement (PI) with wine, which in turn predicted wine consumption, forming a mediated moderation model.FindingsSupport has been found for a mediated moderation model of wine consumption. Thus, this study improves the understanding of how interactive motivations are mediated by PI in their influence on wine consumption.Research limitations/implicationsThe sample is limited to participants in the National Restaurant Show, and thus the results may be limited to the sample investigated.Practical implicationsThe findings suggest using intrinsic and extrinsic motivational factors and PI with wine to influence marketing strategies.Social implicationsThis study has helped to expand the understanding of interactive and mediating forces that drive wine consumption.Originality/valueAlthough previous research proposed that motivational factors interact to predict wine consumption, this interaction has not been tested empirically prior to the current study. Therefore, this study adds new insights into wine consumption by demonstrating that intrinsic and extrinsic motivators interact to predict PI with wine, which subsequently predicts wine consumption in a holistic, mediated moderation model.