Understanding the wine consumption behaviour of Generation Y in Italy

◦Purpose The study aims to gain a better understanding of the wine consumption behaviour by the Italian Generation Y. The theory of planned behaviour as formulated by Ajzen (1991) is applied to evaluate the cognitive factors determining the decision-making process in wine choice. Four research hypotheses are tested and positively confirmed. The study advances in the knowledge of wine drinking behaviour, because it includes the psychological construct of perceived behavioural control in the model. ◦Design/methodology/approach The analysis was divided into two phases: an exploratory phase and a phase of survey by questionnaire. The questionnaire was online submitted by 140 young people from Veneto and Tuscany, two of the main traditional Italian wine producing regions. ◦Findings The TPB framework showed a good correlation between behaviour and behavioural intention. Attitude, subjective norm and perceived behavioural control influence the intention to consume wine with almost equal power. The favourable predisposition towards wine comes from its healthy, hedonistic, relaxing and cultural connotations rather than from fun, celebrations, food matching or production process. The family contexts and the partner company generate positive situations, and young consumers partially perceive difficulties in wine choice, without being able to identify the causes. ◦Practical implications The results of this study allow for the identification of the psychological traits to be actioned by wineries to improve the communication with young individuals. The deepening of the cognitive dynamics of young individuals in the decision-making process can provide educators and public decision-makers with helpful information to counter high-risk alcoholic beverage consumption patterns.