The Millennial generation’s wine purchasing behaviors in casual-dining restaurants

ABSTRACT

The primary purpose of this research was to assess Millennial generation wine consumers’ attitudes, perceived behavioral controls, and subjective norms related to purchasing wine in casual-dining restaurants. Results indicated Millennials believe ordering wine with their friends and family in casual-dining restaurants will make them feel smart and sophisticated and that wine will increase the enjoyment of food. However, Millennials’ control beliefs indicated that a lack of wine information on menus, untrained wait staff, and the stereotype that wine is for fine dining and special occasions prohibited them from choosing wine as their beverage of choice in casual-dining restaurants.

KEYWORDS:

• Casual-dining restaurants
• Millennial generation
• purchasing behaviors
• theory of planned behavior
• wine