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Swedish Generation Y consumers’ motivations in purchasing organic wine in Sweden

Liu, Yishi LU (2016) SMMM20 20151
Department of Service Management and Service Studies
Abstract
This paper aims to explore Swedish Generation Y consumer perceptions of organic wine in Sweden and utilize the means end concept to probe young consumer motivations and goals toward organic wine purchasing. To achieve the aim, mixed methods were used involves both qualitative and quantitative methods. The qualitative method used one-to-one in-depth laddering interview, and the quantitative method used a self-complete questionnaire. The paper was constructed based on 105 survey responses and six in-depth laddering interviews.

The paper summarizes four extrinsic attributes of organic wine that the survey respondents perceive as important elements when they select organic wines from the wine store. These elements are price, package design,... (More)
This paper aims to explore Swedish Generation Y consumer perceptions of organic wine in Sweden and utilize the means end concept to probe young consumer motivations and goals toward organic wine purchasing. To achieve the aim, mixed methods were used involves both qualitative and quantitative methods. The qualitative method used one-to-one in-depth laddering interview, and the quantitative method used a self-complete questionnaire. The paper was constructed based on 105 survey responses and six in-depth laddering interviews.

The paper summarizes four extrinsic attributes of organic wine that the survey respondents perceive as important elements when they select organic wines from the wine store. These elements are price, package design, alcohol content, and eco-label. Furthermore, the paper adopts the means-end chain concept and laddering interview to further probe consumer motivations and goals. The results reveal one more product attribute, the grape taste, which the survey failed to uncover. Furthermore, the interviews indicate six goals that could partially explain why the research respondents purchase organic wine. These goals are fun and enjoyment, remaining healthy, value for money, building a positive self-image, sense of security, and sense of belonging. (Less)
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author
Liu, Yishi LU
supervisor
organization
course
SMMM20 20151
year
type
H2 - Master's Degree (Two Years)
subject
keywords
means-end chain, product attributes, consumer motivations and goals, Swedish Generation Y consumers., Organic wine, consumer perceptions
language
English
id
8572220
date added to LUP
2016-06-08 16:17:30
date last changed
2016-06-08 16:17:30
@misc{8572220,
  abstract     = {This paper aims to explore Swedish Generation Y consumer perceptions of organic wine in Sweden and utilize the means end concept to probe young consumer motivations and goals toward organic wine purchasing. To achieve the aim, mixed methods were used involves both qualitative and quantitative methods. The qualitative method used one-to-one in-depth laddering interview, and the quantitative method used a self-complete questionnaire. The paper was constructed based on 105 survey responses and six in-depth laddering interviews.

The paper summarizes four extrinsic attributes of organic wine that the survey respondents perceive as important elements when they select organic wines from the wine store. These elements are price, package design, alcohol content, and eco-label. Furthermore, the paper adopts the means-end chain concept and laddering interview to further probe consumer motivations and goals. The results reveal one more product attribute, the grape taste, which the survey failed to uncover. Furthermore, the interviews indicate six goals that could partially explain why the research respondents purchase organic wine. These goals are fun and enjoyment, remaining healthy, value for money, building a positive self-image, sense of security, and sense of belonging.},
  author       = {Liu, Yishi},
  keyword      = {means-end chain,product attributes,consumer motivations and goals,Swedish Generation Y consumers.,Organic wine,consumer perceptions},
  language     = {eng},
  note         = {Student Paper},
  title        = {Swedish Generation Y consumers’ motivations in purchasing organic wine in Sweden},
  year         = {2016},
}