Cultural differences in wine conceptualization among consumers in France, Portugal and South Africa.

ABSTRACT: Consumers' mental pictures of wine are multifaceted and are shaped by their sensory (taste, smell, visual, sensation) perceptions, in addition to emotional, cultural and extrinsic (brand, price, and awards) influences. This study explores whether consumers from three different wine cultures share mental representations of three wine concepts. Through an online survey, French, Portuguese, and South African wine consumers described their conceptualizations of Wine, Red wine and White wine aroma. Given these nations' rich winemaking traditions and diverse wine styles, differences in consumer perspectives were likely to emerge. The findings demonstrate that, regardless of cultural background, the broad concept of Wine aligns with the more specific Red and White wine conceptualizations, althoug

SUBMITTER: Fairbairn S 

PROVIDER: S-EPMC11237039 | biostudies-literature | 2024 Jul

REPOSITORIES: biostudies-literature