Self-concept, product involvement and consumption occasions

David Roe, Johan Bruwer
  • British Food Journal, June 2017, Emerald
  • DOI: 10.1108/bfj-10-2016-0476

Does consumer self-concept and product involvement influence wine purchasing behaviour?

What is it about?

This study examined the extent to which consumer self-concept (self-image) and product involvement influences wine purchase-decision at the retail level given the anticipated consumption occasion (i.e. an intimate dinner). It also explores the predictive effects of self-concept on this interaction.

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The following have contributed to this page: David Roe and Johan Bruwer