An Empirical Study of Factors Influencing Behavioral Intention to Purchase Wine in Generation Y

The goal of this study is to determine what factors influence Gen Y’s behavioral intentions to purchase wine. Based on the theory of planned behavior, wine involvement pleasure and behavioral intention to purchase wine are likely to be influenced by attitudes about wine that have an impact on health enhancement, and socializing effect. Moreover, socializing effect is influenced by social status and prestige. The sample size for this study was 202 respondents, and it was conducted using a quantitative research approach. From the previous research, Generation Y does fit well on wine involvement and is the largest group of wine tourists. This survey was conducted using purposive sampling approach. Wine drinkers between the ages of 25 and 40 (Generation Y) were asked to complete an online survey. The findings show that wine drinkers will have a hedonic or pleasurable desire to drink or acquire wine if they have a positive attitude on wine’s health benefits. Furthermore, the socializing effect is likely to enhance feelings of pleasure; wine drinkers enjoy themselves more when they drink with friends or family. Last but not least, wine drinking is a representation of prestige in terms of social status. According to the data, customers with high social status and prestige are more likely to drink with their social identity or group membership in order to maintain their relationship, connections and display their prestige. This study will help the wine business obtain a better understanding of customer tastes and preferences in order to improve branding and marketing efforts in order to attract customers.