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El Efecto De La Preocupación Por La Salud, El Interés Por La Gastronomía Y La Actividad Social Sobre La Intensidad De Consumo De Vino De Calidad

Laura Martínez-Carrasco Martínez, Margarita Brugarolas Mollá-Bauzá, Francisco José Del Campo Gomis, África Martínez Poveda

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The aim of this work is the design of a theoretical model that explains quality wine consumption frequency. To collect the data, two surveys were carried out: the first one to 50 hostel professionals from Alicante, and the second one to 408 wine consumers from the same region. Structural equation models was used to estimate the model. This method allows for the construction of independent latent (unobserved) variables which influence consumption intensity. Moreover, this analysis permit the quantification of the influence of the theoretical constructs over the dependent variable. The results show that the variable that influence the most over quality wine consumption intensity is the «interest in gastronomy », followed by the «social activity». The «worry about health» has a negative influence over consumption intensity, that is, the highest worry about health, the lowest consumption intensity.