IDEAS home Printed from https://ideas.repec.org/a/mul/jyf1hn/doi10.1431-113948y2024i3p551-580.html
   My bibliography  Save this article

Technological and Sustainable Orientation in the Wine Context: A Focus on Gen Z

Author

Listed:
  • Elisabetta Savelli
  • Alessio Travasi

Abstract

This study investigates how Gen Z’s use of social networks (SNs) influences their attitudes and behaviours toward sustainable wine. An empirical study has been carried out on a sample of 360 Italian respondents aged between 18 and 25. The descriptive analysis highlights paradoxical patterns, as Gen Z shows low purchase and limited awareness of sustainable wines juxtaposed against their notable interest in sustainable consumption options. The structural equation analysis provides deeper insights, revealing how digital technologies, especially SNs, can play a crucial role in enhancing Z-ers’ attitude towards sustainable wine consumption by reinforcing their knowledge and sustainability awareness. This interplay between knowledge, sustainability orientation, and SNs usage underscores the potential of digital platforms in promoting sustainable wine consumption. Implications underline the need for a nuanced approach to digital technologies and SNs, by emphasizing their potential in shaping sustainable consumption behaviours among young individuals, which requires an alignment of marketing strategies with prevalent usage patterns and a strategic enhancement of SNs roles in education and information dissemination for a more sustainable future.

Suggested Citation

  • Elisabetta Savelli & Alessio Travasi, 2024. "Technological and Sustainable Orientation in the Wine Context: A Focus on Gen Z," Micro & Macro Marketing, Società editrice il Mulino, issue 3, pages 551-580.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/113948:y:2024:i:3:p:551-580
    as

    Download full text from publisher

    File URL: https://www.rivisteweb.it/download/article/10.1431/113948
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://www.rivisteweb.it/doi/10.1431/113948
    Download Restriction: no
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mul:jyf1hn:doi:10.1431/113948:y:2024:i:3:p:551-580. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://www.rivisteweb.it/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.