Wine culture is an increasingly important reality for the development of wine regions that can foster a sense of cultural identity (CI). With the aim of guiding marketing in the wine market and segmenting demand, this study aims to introduce the moderating role of wine-related cultural identity (WCI) in a Cognitive-Affective-Normative (CAN) model to explain purchase intention for innovations.
This quantitative study was conducted in Spain, the country with the largest acreage of vineyards in the world. Specifically, a personal survey was applied to a sample of 1,126 potential buyers of a wine innovation in Rioja, the Spanish wine region with the longest tradition.
(1) WCI moderates acceptance of a wine innovation; (2) WCI levels generate new segments: Enoculturalists (44.67%), who have a strong WCI, Intermediate Enoculturalists (38.90%), with an intermediate WCI and Non-Enoculturalists (16.43%), who have no WCI; and (3) the CAN model strongly explains the behavior of Non-Enoculturalists (R2 = 0.81).
The originality of the research lies in the opportunity to test a technical innovation in wine production in a region characterized by a strong wine-growing tradition. Despite growing interest in local products, no study has yet examined the moderating role of CI in a new food acceptance model as proposed here. The findings have important theoretical and practical implications, as they identify new groups for targeting innovation-related actions and reactivating wine consumption in keeping with new consumer trends.
