Wine Attitude Scale for Consumer Research (WASCR): Scale Development and Validation in Spanish Population

Abstract

Wine is a fundamental cultural and economic asset for Spain and other European’s countries. Understanding the consumer behavior is of great importance in designing marketing strategies to promote and encourage a product purchase. This research proposes developing and validating an attitudinal scale of the consumer outlook toward wine consumption. A total of 2,189 participants from the Sherry wine region (Andalusia, Spain) participated in the study. A resulting 16-item scale was estimated to meet the reliability criteria and the Principal Component Analysis after exploring the results. Three dimensions were found: one that integrate consumer experiences (Wine Experience), the elements related to the healthy perception of wine consumption (Health Consumption) and those related to factors linked to the social nature of wine consumption (Social Consumption). The Wine Attitude Scale for Consumer Research (WASCR) it has potential use for segmenting different consumer profiles and to be useful tool for wine producers. Therefore, the scale is proposed for use in different research contexts and other populations of interest in future studies.