Intergenerational dynamics and sustainable wine purchase in light of the theory of planned behavior: testing a conceptual model

Purpose This study aims to explore the sustainable wine consumption behavior of Italian consumers (Generation Y and Generation Z) using the theory of planned behavior (TPB) and incorporating additional variables − environmental citizenship and perceived knowledge. Conducted in Italy, one of the leading countries in wine production, this research seeks to understand the determinants influencing intention to purchase sustainable wine. Design/methodology/approach The research uses a pilot study followed by a quantitative approach. Specifically, the pilot study, conducted through two distinct sessions of focus groups, has allowed the determination of one formative variable associated with the TPB: subjective norms. Structural equation modeling was then used to examine the possible effects of attitudes, subjective norms, perceived behavioral control, environmental citizenship and perceived knowledge on the intention to purchase sustainable wine. Findings The results highlight the significant influence of social factors on sustainable wine purchasing intentions. Specifically, attitude, perceived behavioral control and perceived knowledge similarly affect the intention to purchase sustainable wine of both Generation Z and Generation Y, with the latter being most strongly influenced by environmental citizenship. In addition, the findings indicate that women display a higher intention to purchase sustainable wine. Originality/value This study extends the original TPB framework by integrating two pivotal constructs: environmental citizenship and perceived knowledge. Counterintuitively, findings show that Gen Y is keener to buy and try sustainable wine because of stronger environmental citizenship, which is not considered significant for Gen Z. Positioning itself within the body of research on sustainable consumption, particularly in the context of sustainable wine consumption, the present research advances the understanding of sustainable wine purchasing behavior, expounding generational disparities, thereby enriching the academic discourse and equipping practitioners with insights to formulate efficacious marketing strategies.