The symbolic value of wine, moderating and mediating factors and their relationship to consumer purchase intention

Abstract

Purpose The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand the role of the symbolic value of wine and its relationship to the product purchase intention. Design/methodology/approach The study is based on a survey of 269 wine consumers from Brazil. The basic theoretical framework includes three latent constructs (symbolic value, consumer attitude and product-norm experience) and three moderators (consumer involvement, willingness to pay and consumer preference). Relations between these are analyzed using the confirmatory factor analysis (CFA) and the moderated mediation analyses using Haye’s process. Findings This research identified that the symbolic value is totally mediated by consumers’ attitudes and product-norm experiences. However, such a relationship occurs directly for consumers with higher involvement with the product, higher willingness to pay, and who assume that wine is their preferred alcoholic beverage. Originality/value One of the contributions is to emphasize the symbolic value of wine and highlight how the relationship with different factors can interfere and explain consumer purchase intention and can influence the strategies, actions and investments of companies in the sector.

How consumers relate to wine during COVID-19 – a comparative, two nation study

“…High wine involvement can be manifested when wine consumers search higher volumes of information about wines, and are inclined to pay more attention to purchasing behaviours and views of those consumers who, for instance, are more experienced with wine purchasing (Bonn et al , 2016a). Along these lines, De Toni et al (2021) reveal a relationship between purchase intention and symbolic value, where higher willingness to pay, higher involvement and the ranking of wine, as one’s main alcoholic beverage option, were key moderators. Furthermore, Hollebeek et al (2007) suggest that high-involvement wine consumers seem to be less concerned with price.…”

Technology attachment, e-Attitude, perceived value, and behavioral intentions towards Uber-ridesharing services: the role of hedonic, utilitarian, epistemic, and symbolic value

“…For instances, perceived value (PV) influences customer intentions of performing a specific behavior (Tuncer et al, 2021;Lee et al, 2019). More specifically, hedonic value(HV), utilitarian value(UV), epistemic value(EV), and symbolic value(SV) are mainly focused on previous studies (Teng and Wu, 2019;Qasim et al, 2019;De Toni et al, 2021) in explaining customer's behavioral intentions in marketing literature. Moreover, previous studies (Wu and Cheng, 2018;Kim et al, 2016) discuss technology attachment in explaining behavioral intentions.…”

“…The moderating role of symbolic value Symbolic value (SV) refers to an immaterial value attributed to an object or idea communicating a symbolic meaning dependent on how it is interpreted in a socio-cultural context. Specifically, a product's symbolic meaning signifies the meaning beyond its material aspects, such as status, design, and so on (De Toni et al, 2021). Anker et al (2015) argued that SV communicates the semantic and cultural universe linked to product or object, which expresses customers' identity and social membership.…”

“…Anker et al (2015) argued that SV communicates the semantic and cultural universe linked to product or object, which expresses customers' identity and social membership. Customers purchase a product for tangible aspects such as shape, design, usefulness, and so on, and symbolic elements (status, social recognition, sensory arousal, and so on) (De Toni et al, 2021). For Uber ridesharing services, the SV may communicate personal smarter feelings, lifestyle, and social status or social setting.…”

A Retenção de Clientes do Segmento da Viticultura em uma Instituição Financeira no Contexto da Serra Gaúcha

“…O setor da viticultura é importante na economia mundial (DE TONI et al, 2021), por exemplo, em Portugal, representando 14% do Produto Interno Bruto do país -PIB (COSTA et al, 2021). Neste horizonte, a viticultura tem sido uma das atividades agrícolas mais representativas da Serra Gaúcha desde 1875, com a chegada dos imigrantes italianos ao terreno acidentado do interior do Estado do Rio Grande do Sul (RS) (IBRAVIN, 2020).…”