Department of Management

How strong and generalisable is the Generation Y effect? A cross-cultural study for wine

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

  • Simone Mueller, Denmark
  • Hervé Remaud, Bordeaux Management School (BEM), France
  • Yann Chabin, University of Montpellier 2-CREGOR, France
Purpose – This study aims to investigate how strongly Generation Y consumers differ in their values, attitudes and wine and alcoholic beverage consumption behaviour from older generations. The comparison spans seven culturally different markets.
Design/methodology/approach – Large representative samples totalling 11,622 wine consumers responded to a standardised survey. A factorial analysis of variance was used to determine the main and interaction effects of markets and generations.
Findings – Although significant differences were found between generations, their explained variance is very low. There were significant trans-cultural similarities in generational differences for values and wine consumption behaviour: Gen-Y is more oriented towards hedonic success and status and less towards social values; Gen-Y is more likely to consume white and rose´ than red wine and is
most promiscuous in its alcoholic beverage consumption. A number of noticeable differences appeared between countries: wine involvement and consumption increases with age in traditional European wine markets, while they decrease in North America; environmental concerns and purchase channel usage hardly differ between generations but vary strongly between markets.
Originality/value – This is the first study to quantify the effect size of generational differences using large representative samples across countries with different cultural backgrounds, including traditional and established wine consumption nations.
Original languageEnglish
JournalInternational Journal of Wine Business Research
Pages (from-to)125-144
Number of pages20
Publication statusPublished - 2011

    Research areas

  • Generation Y , Young consumers , Wine , Values , Cross-cultural, North America, Europe

See relations at Aarhus University Citationformats

ID: 40657465