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 ID19800
Article CategoryArticle
AuthorsSassenberg, Anne-Marie (Author), Sassenberg, Cindy (Author), Sassenberg, Claudia (Author) and Heneghan, Maire (Author)
Journal TitleInternational Journal of Wine Business Research
Journal Citation34 (4), pp. 523-541
Number of Pages19
Year2022
PublisherEmerald
Place of PublicationUnited Kingdom
ISSN1751-1062
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.

KeywordsAlcoholic 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 2020350804. Tourism marketing
350601. Consumer behaviour
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Byline AffiliationsUniversity of Southern Queensland
Institution of OriginUniversity of Southern Queensland
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