The role of cultural identity in acceptance of wine innovations in wine regions

What is it about?

The Covid-19 crisis has boosted interest in local products and culture, in keeping with the UN’s 2030 Agenda. In this context, 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 introduces the moderating role of wine-related cultural identity (WCI) in a Cognitive-Affective-Normative (CAN) model to explain purchase intention for innovations. We show for the first time: (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).

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