Effects of atmosphere on emotions and consumer behaviour at wineries
Article
Sassenberg, Anne-Marie, Sassenberg, Cindy, Sassenberg, Claudia and Heneghan, Maire. 2022. "Effects of atmosphere on emotions and consumer behaviour at wineries." International Journal of Wine Business Research. 34 (4), pp. 523-541. https://doi.org/10.1108/IJWBR-05-2021-0028
| Article Title | Effects of atmosphere on emotions and consumer behaviour at wineries |
|---|---|
| ERA Journal ID | 19800 |
| Article Category | Article |
| Authors | Sassenberg, Anne-Marie (Author), Sassenberg, Cindy (Author), Sassenberg, Claudia (Author) and Heneghan, Maire (Author) |
| Journal Title | International Journal of Wine Business Research |
| Journal Citation | 34 (4), pp. 523-541 |
| Number of Pages | 19 |
| Year | 2022 |
| Publisher | Emerald |
| Place of Publication | United Kingdom |
| ISSN | 1751-1062 |
| 1751-1070 | |
| Digital Object Identifier (DOI) | https://doi.org/10.1108/IJWBR-05-2021-0028 |
| Web Address (URL) | https://www.emerald.com/insight/content/doi/10.1108/IJWBR-05-2021-0028/full/html |
| Abstract | Purpose: The aim of this study is to investigate the influence of atmosphere on consumer emotions and wine purchasing behaviours to assist winery management in the development and communication of a strong positioning strategy. Studies in retail have indicated the importance of atmosphere in relation to consumer emotions and behaviours. Until now, limited evidence has existed on how the three dimensions of atmosphere may influence consumers visiting wineries. Design/methodology/approach: The study consisted of surveys conducted in two stages. The first survey (n = 170) explored the factors applied in this study, and the second survey (n = 377) analysed the relationship between the atmosphere, emotions and consumer purchasing behaviours at wineries. Findings: Findings indicated that atmosphere at a winery has the potential to positively influence consumer emotions and wine purchasing behaviours. Live music and the natural environment were particularly formative of atmosphere and consumer emotions and their subsequent wine purchasing while visiting the winery. The distinction allowed this study to analyse factors important for consumers to increase the time they spent at the winery. Research limitations/implications: The geographical location of the study is limited to one state in Australia. Originality/value: In distinguishing between different consumer wine purchasing behaviours, drinking wine and buying wine, this paper contributed to three important intersectoral fields: wine tourism, atmosphere and consumer behaviour. Additional factors that contributed to consumer emotions and wine purchasing behaviours included live music and the natural environment at wineries. |
| Keywords | Alcoholic drinks; Atmosphere; Consumer behaviour; Music; Nature; Qualitative; Red wine; Survey research; Surveys; Wine purchasing; Wine tourism; Winery; Wines; Wines and spirits |
| ANZSRC Field of Research 2020 | 350804. Tourism marketing |
| 350601. Consumer behaviour | |
| Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
| Byline Affiliations | University of Southern Queensland |
| Institution of Origin | University of Southern Queensland |
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