<abstract xmlns="http://www.w3.org/1999/xhtml"><p> The purpose of this study is to analyze the factors influencing wine consumption of Generation Y consumers in the context of two countries from South-Eastern Europe (Bosnia -Herzegovina, and Croatia). Analysis reveals that self-expression, sociability, tradition and food are significant predictors of wine consumption. Multivariate regressions have been applied in order to explain the influences of the abovementioned factors on wine consumption. Research findings show that specific gender and situational differences exist in the wine consumption behaviour of Generation Y. This paper discusses theoretical, empirical and practical implications, and offers ideas for further research</p></abstract>

The purpose of this study is to analyze the factors influencing wine consumption of Generation Y consumers in the context of two countries from South-Eastern Europe (Bosnia -Herzegovina, and Croatia). Analysis reveals that self-expression, sociability, tradition and food are significant predictors of wine consumption. Multivariate regressions have been applied in order to explain the influences of the abovementioned factors on wine consumption. Research findings show that specific gender and situational differences exist in the wine consumption behaviour of Generation Y. This paper discusses theoretical, empirical and practical implications, and offers ideas for further research

The Role of Gender and Situational Factors in Wine Consumption of Generation Y

Senior Assistant, University of Rijeka, Faculty of Economics

Ph.D. Assistant Professor University of Sarajevo, School of Economics and Business

South East European Journal of Economics and Business

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"The Role of Gender and Situational Factors in Wine Consumption of Generation Y"}

The purpose of this study is to analyze the factors influencing wine consumption of Generation Y consumers in the context of two countries from South-Eastern...

The Role of Gender and Situational Factors in Wine Consumption of Generation Y

Published Online: Aug 15, 2014

Page range: 53 - 61

DOI: https://doi.org/10.2478/jeb-2013-0008

© South East European Journal of Economics and Business

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.