Consumers’ Motivations in Purchasing “New Wines” in Greece with Emphasis on Wine Produced by Organic Grapes1: A Means-end Chains Approach /доклад на 10 конгрессе ЕААЕ, Exploring Diversity in the European Agri-Food System, Zaragoza, Spain, 28-31 August 2002
Опубликовано на портале: 29-11-2003
2002
Тематический раздел:
The present study attempts to offer more insights into the Greek wine market with
emphasis on
wines produced from organically grown grapes by relating wine choice to consumers’
personal value
structure. With the use of a qualitative sample and applying the Means-end Chains
methodology and the
corresponding “laddering” interviewing technique, it attempts first to
reveal the way basic motives are
linked to wine shopping behaviour of consumers and the way wine purchase-relevant
knowledge is
stored and organised in their memory in relation to their personal values. Then,
by discriminating
between organic food buyers and non-buyers, the study identifies motivational and
cognitive
discriminating differences between the two consumer types, which can offer a solid
explanation as to
their distinctive purchasing behaviour in respect of the organic products.
|

текст доклада
[451 КБ]
[451 КБ]
Ключевые слова
См. также:
Journal of Finance.
1969.
Vol. 24.
No. 3.
P. 507-516.
[Статья]
Journal of Applied Corporate Finance.
1995.
Vol. 7.
No. 4.
P. 4-19.
[Статья]