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Behavioural patterns in Mediterranean-style drinking : generation Y preferences in alcoholic beverage consumption.

Agnoli, L. and Boeri, M. and Scarpa, R. and Capitello, R. and Begalli, D. (2018) 'Behavioural patterns in Mediterranean-style drinking : generation Y preferences in alcoholic beverage consumption.', Journal of behavioral and experimental economics., 75 . pp. 117-125.


The received wisdom is that patterns of alcohol consumption in Mediterranean countries are healthier than in northern European counterparts. However, recent surveys highlight the growing tendency by younger generations to change drinking-style. This increases the concern over adoption of unhealthy consumption behaviours that might be carried over in later age. What remains unexplored are the details of these emerging consumption patterns. The objective of this paper is to cast some light on these phenomena using stated choice data. This study quantitatively explores consumption contexts and links them to characteristics of young Italians. Data collected from a questionnaire completed by 556 respondents are used to estimate a Latent Class Model. Results reveal the existence of eight distinct consumption patterns, some of them far from the Mediterranean tradition. Socialization is the main motivation for alcohol consumption. Consumption of wine, the traditional Mediterranean drink, appears to be in the process of being re-discovered and re-appreciated.

Item Type:Article
Keywords:Generation Y, Mediterranean-style drinking, Alcoholic beverages consumption.
Full text:(AM) Accepted Manuscript
Available under License - Creative Commons Attribution Non-commercial No Derivatives.
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Publisher statement:© 2018 This manuscript version is made available under the CC-BY-NC-ND 4.0 license
Date accepted:06 June 2018
Date deposited:14 June 2018
Date of first online publication:15 June 2018
Date first made open access:15 June 2020

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