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Published VersionCC BY V4.0, Open Access
Journal article
Optimization and Application of the Wine Neophobia Scale
Beverages, Vol.7(2), pp.1-16
2021
Abstract
Wine consumers’ willingness (wine neophilia) or reluctance (wine neophobia) to try new wines represent, respectively, an opportunity or barrier for product innovation and market development in the wine industry. Here, we first sought to validate and optimize the Wine Neophobia Scale (WNS) in a large sample of 1269 Canadian wine consumers. Both exploratory and confirmatory factor analyses showed that a seven-item scale was optimal. This modified WNS (mWNS) was then used to investigate demographic and behavioral correlates of wine neophobia. Using lower and upper quartile values, 316 neophiles and 326 neophobes were identified. Wine neophiles and neophobes did not differ with respect to gender or age; however, neophobes had lower household income, education, and wine involvement, and reported consuming fewer wine styles than neophiles. Interestingly, while neophiles drank wine considerably more frequently than neophobes—a finding that is mediated by wine involvement—total annual wine intake did not differ between the groups. Importantly, the price typically paid per bottle of wine also varied with wine neophobia. We recommend adoption of the modified mWNS as a useful tool for more fully understanding the drivers of wine behavior and providing guidance to wine marketers.
Details
- Title
- Optimization and Application of the Wine Neophobia Scale
- Authors
- Gary J Pickering (Author) - University of the Sunshine Coast, Queensland, Sustainability Research ClusterGillian Dale (Author) - Brock UniversityBelinda Kemp (Author) - Brock University
- Publication details
- Beverages, Vol.7(2), pp.1-16
- Publisher
- MDPI AG
- Date published
- 2021
- DOI
- 10.3390/beverages7020041
- ISSN
- 2306-5710
- Copyright note
- Copyright: © 2021 by the authors. Licensee MDPI, Basel, Switzerland. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited
- Organisation Unit
- University of the Sunshine Coast, Queensland; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99548403302621
- Output Type
- Journal article
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