Geographical cues: evidences from New and Old World countries' wine consumers

Abstract

Purpose: This systematic review aims to investigate how geographical cues affect wine consumers' behaviors, with reference to the New and Old Worlds, and accordingly, how are recent consumption patterns and new consumer profiles modifying roles of geographical cues? Design/methodology/approach: This work employed a systematic literature review methodology on the extant literature published from 2009 to 2019. Findings: Results, summarized in a conceptual framework, emphasize five thematic areas on how geographical cues should be considered for future research and for new marketing strategies to capture consumers of New and Old World wines. Consumers' wine knowledge, socio-ethno-demographic factors, consumption settings, labeling strategies and the use of medals and awards on labels emerged as relevant factors to deal with consumer's risk-reduction strategies. Research limitations/implications: The main limit is the adoption of a systematic review method. Practical implications: Results suggest that wine managers should invest in acquiring more knowledge about consumers' profiles in both Worlds for their marketing campaigns, labeling and advertisement strategies. Although geographical cues are considered relevant in consumers' buying decisions, extrinsic cues are also increasingly acceptable, and there should be more investment in publicizing geographical attributes around the world. Originality/value: This is the first review focusing exclusively on the role of geographical cues on consumer's behavior toward New and Old World wine producers.