Ana Patricia Silva

Young adults and wine consumption a qualitative application of the theory of planned behavior

Purpose – The aim of this study is to identify perceptions, attitudes and behavior of young adults concerning wine consumption, using the “theory of planned behavior” as a theoretical framework. Design/methodology/approach – The aim of this study is to identify perceptions, attitudes and behavior of young adults concerning wine consumption, using the “theory of planned behavior” as a theoretical framework. Findings – The major findings are that attitudes and subjective norms are, apparently, the components with most influence on behavior of young people in relation to wine consumption. For the consumers group, attitudes seem to be the most crucial component, especially the “interest in alcohol”. They drink it in special occasions for sociability and to disinhibit. Regarding the non-consumers group, the main attitude is “dislike taste”. Also the subjective norms, are very present, especially parents, society, friends and publicity, in consumers group. The non-consumers have the perception of greater parent...

Cheers, Proost, Saúde: Cultural, Contextual and Psychological Factors of Wine and Beer Consumption in Portugal and in the Netherlands.

ABSTRACT Wine and beer consumption are an integral part of European culture: Southern Europe is associated with wine and Northern Europe is associated with beer. When consumed in moderation, these alcoholic beverages can be part of a balanced and healthy diet. In the 1990s, non-alcoholic beer (NAB), which has no cultural roots, became available in the market. This review identifies determinants for consumption of wine, beer, and NAB, using data on consumption patterns from Portugal and the Netherlands. Since the 1960s the image of Portugal as a wine country declined, whereas the image of the Netherlands as a beer country remained stable. In each country beer is now the most consumed alcoholic beverage and is mainly a mens beverage, whereas wine is the second most consumed and is consumed by both genders. Cultural differences define Portuguese as “outdoors, everyday drinkers”, within a meal context, and Dutch as “at home, weekend drinkers.” Wine is perceived as the healthiest beverage, followed by NAB, and regular beer. Motivation for consumption is related to context: wine for special occasions, beer for informal occasions, and NAB for occasions when alcohol is not convenient. Moderate wine and beer consumption seems to be surrounded by positive emotions. This review is relevant for public health, for industry market strategies, and identifies opportunities of future research on drinking behaviour.