The Bouquet of Wine Consumption Drivers

Abstract: Thesis purpose: The core aim of this research is to confirm the application of the research model established by Taylor et al. (2018), focusing on intrinsic motivation, extrinsic motivation, and personal involvement, predicting wine consumption in Sweden. By confirming the applicability of this research model, we intended to contribute to the current lack of literature concerning the combination of intrinsic- and extrinsic motivation with personal involvement in predicting wine consumption. The second aim of this research is of an exploratory nature. Here the contribution to literature is focused on generational insights into Gen Z and Millennials concerning differences in their wine consumption in the Swedish market. Here the lack was established in the scarcity of Gen Z research since they are only now entering the Swedish wine market and have therefore rarely been researched and consequently not been compared to the previous generations. Theoretical Perspective: The study draws to the wine consumption literature focusing on consumer motivation, personal involvement, and generations. Theories of Self-Determination, Involvement theory, and Generational Cohort theory are applied. Methodology: A web-based survey was conducted, and 281 responses were gathered from social media, wine bars, and Lund University. Conclusion: The core research found that intrinsic- and extrinsic motivation together with personal involvement with wine have been seen as drivers of wine consumption, making it possible to predict current consumption levels. The exploratory research found that there was a significant difference between Gen Z and Millennials concerning their levels of motivation. Here the levels of both intrinsic- and extrinsic motivation were higher for Millennials. Based on the results of this research, the modified research model originally proposed by Taylor et al. (2018) together with the focus on generational differences, has been shown to generate valuable insights regarding wine consumption in Sweden. These insights are contributing to the knowledge of wine consumption drivers, as well as an increased understanding of the consumption behaviour of Gen Z and Millennials.