The role of organic cue and country of origin on the perception of US wine: an empirical analysis of Italian consumers

Nowadays, globalisation stimulates and challenges consumers to be more environmentally aware, which leads them to have a more sustainable approach to consumption, especially when making a purchasing decision. In this regard, organic produce purchase represents a topical aspect of consumer behaviour because in recent years consumers interest in organic products is increasingly growing. However, consumers also seem to be very attached to another fundamental product attribute: country of origin, which can be closely connected to the organic cue. Country of origin is considered to be one of the most important cues employed by consumers in their decision process. In particular, these two attributes can have a significant influence on products like wine, especially if it is foreign. Indeed, the dissertation aims to analyse Italian consumers perception of US wine and to ascertain whether and how consumers respond to both country-of-origin effects and organic cue. This goal is pursued by exposing consumers to a wine advertisement and by analysing their reactions through a survey containing a set of subject-related and product-related variables based on theoretical constructs; in particular, ethnocentrism, animosity, cosmopolitanism, country-of-origin effects, domestic vs. foreign product purchase behaviour, involvement, brand familiarity, perceived quality, purchase intention and word-of-mouth. These variables can help investigating whether and how consumers’ attitudes, tendencies, and intentional behaviour may be influenced by country-of-origin effects and organic cue. The dissertation structure includes an introductory chapter, which is followed by a theoretical in-dept analysis of each construct and variable used in the research. The study then focuses on research methodology by describing its objectives, design, and samples. The following chapter includes a detailed description of results. Finally, research results underpin the conclusions presented in the last chapter, which also includes a general discussion and an overview of theoretical and practical implications of marketing.