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dc.creatorCastro, Álvaro Leonel de Oliveira-
dc.creatorVilas Boas, Luiz Henrique de Barros-
dc.creatorRezende, Daniel Carvalho de-
dc.creatorPimenta, Márcio Lopes-
dc.identifier.citationCASTRO, A. L. de O. et al. Behind the wine glass: values that guide consumption in Minas Gerais - Brazil. British Food Journal, Bingley, v. 121, n. 10, p. 2477-2489, 2019.pt_BR
dc.description.abstractPurpose The purpose of this paper was to identify and describe the personal values that motivate and guide the cognitive structure of Brazilian wine consumers from the viewpoint of the means-end chain theory. Design/methodology/approach In this qualitative descriptive study, 40 in-depth laddering interviews were conducted in the state of Minas Gerais, Brazil, which were transcribed and codified from the attributes, consequences, and values that emerged in the discourse of the wine consumers. The codes were subsequently graded – in accordance with the level of abstraction – and inserted into the LadderUx® software to generate the implication matrix and the hierarchical value map. The interpretation of the cognitive structure of the wine consumers occurred descriptively. Findings Common aspects regarding knowledge of the product linked to the ritual of wine consumption were identified among consumers. The psychological factors basically describe the social aspects that are pertinent to the drink’s consumption and to aspects focused on the personal training that leads to consumption satisfaction. Both converge in the search for more knowledge about the world of wine. From this cognitive basis, the existence of the instrumental values of hedonism, benevolence/care, stimulation and achievement could be seen, as well as the terminal values of joy and happiness. Originality/value This study presents the cognitive structure of the Brazilian consumers of wine. This result allows some insights in an initial perspective for the development of strategies, based on the factors that motivate the purchase of the drink, thus attracting new consumers to this emerging market.pt_BR
dc.publisherEmerald Publishing Limitedpt_BR
dc.sourceBritish Food Journalpt_BR
dc.subjectWine consumption - Brazilpt_BR
dc.subjectMeans-end chainpt_BR
dc.subjectPersonal valuespt_BR
dc.subjectConsumo de vinho - Brasilpt_BR
dc.subjectCadeias de meios-fimpt_BR
dc.subjectSatisfação do consumidorpt_BR
dc.titleBehind the wine glass: values that guide consumption in Minas Gerais - Brazilpt_BR
Appears in Collections:DAE - Artigos publicados em periódicos

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