Johan Bruwer

University of South Australia | UniSA · School of Marketing

This study proposes an approach for bridging the gap between B2B and B2C research by showing how a method commonly used to understand consumer preferences – Discrete Choice Experiments (DCEs) – can be applied to examine choice drivers in a B2B context. Few studies have analysed consumer choices and, simultaneously, whether trade operators' choices...

Purpose Craft beer (CB) has gained prominence in the on-premise trade in the USA, which has become the world’s largest market for CB. Academically based research in the hospitality domain examining consumer behavioral psychology-based constructs in the situational consumption context of restaurants has, however, not kept pace with market reality. T...

This study evaluates the main determinants of wine tourists’ intention to revisit the winerycellar door. The proposed tourist behavior model suggests that past wine-related knowledgeand behaviors as well as motivation affect satisfaction with the cellar door visit. The modelsuggests that actual behavior at the cellar door (number of bottles bought...

Purpose The purpose of this study is to adopt a functional perspective to integrate and extend three streams of research, the first distinguishing between global affect and discrete emotional episodes, the second highlighting the capability of places to elicit emotions and the third demonstrating the differential impact of discrete emotions on cons...

This study examines German online grocery retailing structures, market participants and the degree of digitalisation in marketing services. This industry is characterised by a subpar share (0.9%) coupled with an above-average growth (20% from 2015 to 2017) thus making the market economically auspicious. This has attracted new competition with pure...

Radio remains popular, delivering an audience reach of over 90 percent, but radio ratings may overestimate real advertising exposure. Little is known about audience and media factors affecting radio-advertising avoidance. Many advertisers have believed as much as one-third of the audience switch stations during radio-advertising breaks. In the curr...

Purpose The purpose of this paper is to investigate consumers’ wine preferences, recycling attitudes and behaviors and socio-demographic data in an effort to build market segment profiles of those willing to transport wine bottles back to winery tasting rooms to be recycled, interest in standard-weight glass-alternative packaging and, various cork-...

Purpose The importance of the wine involvement construct in explaining consumers’ wine consumption behaviour is widely acknowledged in the literature, as is the social nature of dining out with others. Yet, there is a paucity of research examining the relationships between how this construct interacts with dining group dynamics and wine consumption...

This paper aims to review empirical studies regarding factors influencing farmers’ adaptation to climate change and document those factors in a systematic manner. Adaptation to climate change is an important research topic, especially in agriculture, a sector reliant on climate-sensitive resources. Several studies have examined the adaptation issue...

The intense social nature of wine tourism is widely acknowledged. Yet there is a paucity of research examining the nature of travel groups and, more specifically, the relationship(s) between the motivations that drive them to visit wine tourism destinations. Our study is the first to examine these relationships in combination with motivation-based...

Purpose The purpose of this paper is twofold: first, to investigate the motives of urban consumers when purchasing local food products using means-end chain (MEC) analysis and second, to introduce an alternative approach to segment the market based on consumers’ motivation using decision segmentation analysis (DSA). Design/methodology/approach D...

This study adopts the experiential and more specifically a hedonic view of tourism consumption to examine the nature of wine tourist motivations in a wine region destination. It also determines the effect of destination factors such as the perceived characteristics of the wine region, previous visitation, buying behavior, and age generational cohor...

This study conceptualises astro-tourism as a nature-based tourism phenomenon and illustrates its positioning as a special-interest tourism (SIT) field using a phenomenological approach. In the process, this baseline research study contributes to this relatively new tourism field’s foundational research aspects, such as developing a definition and,...

Although the value of relational benefits has been recognised in customer relationship management, the impact of these benefits on loyalty behaviours is yet to be investigated in the context of loyalty clubs. Little is known why some loyalty programmes outperform others. By using both qualitative and quantitative research approaches, this research...

This study examines the relationship between the motivation of wine tourists to visit cellar doors and destination image perception. A survey of tourists resulted in 676 useable questionnaires. Using a novel segmentation method, self-organizing maps, and bagged clustering, the study identified 5 distinct motivation clusters. These clusters were dif...

The wine tourism literature is still in its nascent stage as far as the conceptualization of the winescape construct is concerned. In our study 407 responses are collected through a self-administered survey in an Australian wine region. This research contributes to the winescape knowledge base using a triad of methods and a measured multilayered ap...

Using the push and pull framework, this study examines the relationship between tourist activities in New Zealand and behaviours such as tourist spending, travel style (group vs. independent travel) and length of stay. Data from the International Visitor Survey were analysed for a 19-year period (1997–2015). The findings, based on 62,288 respondent...

Purpose Since the publication in 1994 in European Journal of Marketing of Van Raaij and Verhallen’s seminal work that identified the domain-specific market segmentation approach as one of the most feasible for segmenting markets, there has been surprisingly limited development in this field, with the food domain as the only exception. Our study de...

Information is key in reducing the uncertainties of sustainable agricultural practices (SAPs). The objective of this study was to improve the understanding of the relationship between utilized informational sources and other key identified factors affecting Malaysian vegetable producers' choices. The findings of a multivariate probit model suggest...

Purpose The purpose of this paper is to facilitate a better understanding of the insights provided by adopting a behaviourism perspective of the socio-demographics, consumption dynamics and retail channel patronage of wine consumers and the potential marketing implications these have. Design/methodology/approach Systematic random sampling yielded...

The current study focuses on differences between high- and low-involvement consumers in terms of the bring-your-own-bottle of wine phenomenon, influence of consumption occasion(s), and how bring-your-own-bottle is used by consumers as purchase risk-reduction strategy. Results show that level of wine involvement determines the importance of bring-yo...

Purpose The purpose of this paper is to examine the extent to which consumer self-concept (self-esteem) and product involvement influences the wine purchase decision at the retail level given the anticipated consumption occasion. The predictive effects of self-concept on this interaction were also explored. Design/methodology/approach Data colle...

This research conceptualises a wine region destination’s perceived image by integrating servicescape and destination choice theory using a ‘back-to-basics’ free-text macro approach. The study (n = 510 respondents) outlines the process of conceptualising a wine region destination’s image in the form of a winescape framework as it is perceived by tou...

Purpose The purpose of this paper is to examine the utilisation of product choice cues in a retail environment and the impact of consumer involvement on this utilisation. It further investigates the impact of product knowledge on product choice cue utilisation and its moderating role on the impact of consumer involvement. Design/methodology/approac...

This study examines risk perception and how wine by-the-glass (WBG) consumption acts as a risk reduction strategy (RRS) in the restaurant environment. An 18-item scale measures the hierarchy and perception of each risk type specific to WBG consumption. Females and those aged between 18 and 45 years are the main groups attracted to drink WBG. WBG co...

This study investigates how factors that influence farmers’ intentions to adapt to climate change differ from each other in regions with different levels of vulnerability to climate change. Data were collected from interviews with 598 rice farmers in Dong Thap, Soc Trang and Long An provinces in the Mekong Delta, Vietnam. These provinces were ident...

Purpose The purpose of this paper is to illustrate the use of a domain-specific research instrument (the wine-related lifestyle (WRL)) to determine the different lifestyle-related wine market segments in a country and compare the findings cross-culturally. Design/methodology/approach The research instrument included 48 psychographic activities, in...

Developing countries have seriously low adoption rates of sustainable agricultural practices (SAPs) and there is a need to understand why. This paper reviews 31 past studies focusing on the factors influencing the adoption of SAPs. Using a vote count methodology, SAPs adoption is revealed as a complex set of behaviors which depend on a range of soc...

In recent years, astronomical tourism has emerged as a distinctive form of niche/special interest tourism with an emphasis on the importance of sky observation activities. As astronomical tourism is still in its early stages of development, there is little understanding of the attributes that astronomical tourists would consider when choosing a des...

This study conceptualizes the perception of a tourism destination's image (TDI), in the process integrating servicescape, place-based and destination perception theories. The nature of the wine tourism product and experience require that a research approach be developed that differs from the generic approaches used in mainstream TDI studies. A 'bac...

This study conceptualizes the perception of a tourism destination's image (TDI), in the process integrating servicescape, place-based and destination perception theories. The nature of the wine tourism product and experience require that a research approach be developed that differs from the generic approaches used in mainstream TDI studies. A 'bac...

This article utilizes and discusses specific aspects of Means-End Chain (MEC) analysis for understanding the motives of Indonesian consumers when they purchase local food. The MEC theory is used as a measure of the attributes, consequences, and values of locally produced products, involving specific aspects of this theory, namely the laddering meth...

People hold positive or negative feelings towards places including countries, regions, or other geographic locations. Such feelings are highly personal and can result from autobiographical experience (e.g. personal visits), word-of-mouth (e.g., tales told by peers, friends, or family), and from media exposure (e.g., commercials, documentaries, and...

This article utilizes and discusses specific aspects of Means-End Chain (MEC) analysis for understanding of the motives of Indonesian consumers who are involved in purchasing local foods. The MEC theory is used as a measure of attributes, consequences, and values of locally produced products involving specific aspects of this theory namely ladderin...

This study conceptualizes the perception of a tourism destination image (TDI) in the process integrating multiple theories such as servicescape, place-based, and destination perceptions. The research outlines the conceptualization of a wine TDI in the form of a regional winescape framework as perceived by visitors. The nature of the wine tourism pr...

This study features an exploration of the effects of winery cellar door inputs on visitors' value perception, overall satisfaction, and behavioral intentions. Using partial least squares (PLS) path modeling, it demonstrates that a winery's environment and service interactions significantly affect visitors' perceptions of wine quality. The findings...

Purpose: This study aims to develop an integrative behavioural model to explain how the various inputs of a winery's cellar door work together to enhance cellar door visitors' loyalty intentions in terms of revisit, wine purchase and Word-of-mouth (WOM). In addition, it intends to explore how wine marketing strategy in a cellar door context can go...

The findings reveal interesting and useful differences but also similarities amongst three groups of wine tourists depending on their locations of origin: South Australia, Rest of Australia and overseas. Although all wine tourists share the same motivation for visiting the destination and cellar door, they do have significantly different socio-econ...

Purpose: This paper examines the different sources first-time and repeat visitors use when deciding to visit a winery's cellar door, and whether or not there are evident differences in the sources chosen between the two groups. We also examine if there are demographical differences (i.e. gender and education) in the information sources chosen. For...

Purpose-The purpose of this study is to explore and compare the profile, motivation and consumer behaviour at the regional destination and at the winery cellar of wine tourists coming from different places of origin. Design/methodology/approach-A highly-structured questionnaire was used and administered over an eight week period. Cellar doors in th...

Purpose – The purpose of this paper is to examine what factors and assortment of factors on wine back labels, representative of those found in the US market, appealed to consumers. Moreover, what changes to wine bottle characteristics and standard wine composition appealed and could affect their purchasing decision. Design/methodology/approach – D...

This study's core purpose is to understand the behavioural intention (BI) of wine tourists using the Extended Model of Goal-directed Behaviour (EMGB). Specifically, the Model of Goal-directed Behaviour (MGB), an advanced version of the Theory of Planned Behaviour (TPB), is extended to EMGB by incorporating experience and involvement towards wine to...

Background and AimsThis research concerns the use of geographical indications (GIs) by South Australian wine producers to form their brand identity, for example, the inclusion of GIs on wine labels and consumers' association of wine regions with particular grape cultivars.Methods and ResultsThe use and importance of GI designations by 103 South Aus...

The purpose of this research is to enrich our knowledge of the US wine market and provide insights into how usage rate segmentation can be enhanced by select innovative perspectives of current offerings. Data were collected through a 15-minute online survey of 910 US wine drinkers randomly selected from a panel of consumers. It was found that the "...

Research on the experiential aspects of wine tourism has been advocated but the evolution of this approach in this field is still in its infancy. This exploratory study proposes a behavioral model to simultaneously examine the role of hedonic and utilitarian shopping value as well as monetary value perceptions in predicting cellar door visitors’ ov...

Purpose – The purpose of this paper is to examine the links between perceived festival service performance quality, satisfaction, buying wine at the event, and the first-time/repeat tourist dynamic. Design/methodology/approach – The research was conducted on 368 attendees at a major wine festival in the northeast USA using intercept face-to-face i...

There is a dearth of information in the knowledge base about who the chardonnay consumer is, what their wine-consumption metrics are, what sensory characteristics they associate chardonnay with, and who influenced their perceptions. This study examines the consumer engagement with chardonnay, and contributes evidence-based research to inform future...

This study's purpose is to conceptualise a wine regional destination's perceived image, in the process integrating multiple theories such as servicescape, place-based and destination choice. The research (n = 334 respondents) outlines the conceptualisation of a wine region destination's image in the form of a winescape framework as perceived by vis...

Purpose – The purpose of this study is to measure the product involvement of wine buyers and to examine relationships with anticipated consumption situations, places and occasions combined with the buyer’s importance of various extrinsic product attributes. Design/methodology/approach – A survey is conducted with 147 wine buyers using structured s...

Purpose – The purpose of this paper is to investigate how consumers from a developing country background such as Indonesia make local fresh food decisions for daily eating. Design/methodology/approach – The use of the means-end chain approach is utilized as a measure of attributes, consequences and values of locally produced products. Findings –...

This study provides insights into consumers' decision-making when purchasing green wine, and the market perceptions regarding green wines in terms of price, quality, trendiness and acceptance of green terms such as ‘carbon neutral'. Data were collected from 191 South African wine consumers through an online survey. Although greening is indeed recog...

Oak plays an important role in the production of some white wines and most red wines. Yet, consumers' knowledge of the use of oak in winemaking and their preference for oak-related sensory attributes remains unclear. This study examined the knowledge and attitudes of 1,015 Australian wine consumers toward the use of oak in winemaking. Consumers who...

Purpose – The purpose of this paper is to provide clearer insights into and identify the key consumer behaviour metrics of the lower alcohol category (<11 per cent ABV) in the UK wine market. Design/methodology/approach – Data were collected via an online survey from a sample size of 598 regular UK wine drinkers. To operationalise the study, five...

Many countries are confronting climate change that threatens agricultural production and farmers’ lives. Farmers’ perceived risks of climate change and factors influencing those perceived risks are critical to their adaptive behavior and well-planned adaptation strategies. However, there is limited understanding of these issues. In this paper, we a...

Southeast Asian countries are confronting climate variability, challenging agricultural sustainability and rural livelihoods. However, little research effort has been devoted to exploring how farmers in those countries perceive climate variability and how the perceptions link to adaptive responses. This paper deploys information from three focus gr...

Southeast Asian countries are confronting climate variability, challenging agricultural sustainability and rural livelihoods. However, little research effort has been devoted to exploring how farmers in those countries perceive climate variability and how the perceptions link to adaptive responses. This paper deploys information from three focus gr...

Purpose – The purpose of this study was to examine the loyalty of Japanese consumers to country-of-origin (COO) wine brands and how this affects purchasing behaviour. Design/methodology/approach – A multi-dimensional COO brand loyalty scale was developed containing attitudinal (psychological) and behavioural loyalty dimensions. A total of 173 respo...

The study identified four festivalscape dimensions, namely generic festival features, logistical features, comfort amenities, and festival venue and service staff as indicators of quality perception. A strong relationship between the performance perception and satisfaction constructs could not be found, similar to other studies. The research was co...

This study develops the understanding of the adoption of sustainable agricultural practices (SAPs) by investigating the relative importance of a set of multidimensional factors in the Malaysian vegetable production sector. A factor approach is deployed to identify explanatory indicators within an integrative framework that is synthesized from the t...

In many countries around the world, support for local agriculture has been a burgeoning issue involving the development of the local foods movement as an alternative marketing. This study investigated ethnic and geographic differences with respect to the consumers' perceptions of local foods in Indonesia. Semistructured interviews were conducted to...

This study identifies the importance of product attributes to wine consumers and associated consumer behavioural relationships to their involvement level with this product category. Data were collected in an independent specialist high-end wine retail store from UK consumers who had purchased and/or consumed wine within a period of one month leadin...

Adaptation to climate change in agricultural settings depends on understanding farmers’ perceptions of the nature of climate change, their agency in adapting and the efficacy of adaptive measures themselves. Such knowledge can improve mitigation and adaptation strategies. This study addresses the limited understanding of how farmers appraise their...

Purpose – This purpose of the study was to examine the relevance of the presence of geographical information, specifically the certification of region of origin (ROO) on the wine label, in the consumer’s wine purchase decision. In addition, the research investigated how the relevance of ROO varies across demographic and behavioural market segments....

The study was conducted on 358 attendees at a major wine festival in Australia. A positive relationship between quality perception and overall satisfaction constructs exists. New insight to festivalscape knowledge is provided through the first-time and repeat visitor dynamic as predictor of actual buying behaviour. Higher percentage of repeat visit...

This study's overall purpose was to contribute to the wine tourism knowledge base regarding the impact of the winery tasting room experience on consumer wine brand loyalty. A total of 108 surveys were conducted at wineries in the Barossa Wine Region in South Australia in an exploratory study. The study's main contribution is the development of thre...

An 18-item multidimensional scale was developed to measure wine consumer involvement level impact on behavior and consumption dynamics. Data were collected at wine tasting events in Portland, Oregon, U.S., yielding a final sample size of 101 respondents. Male wine consumers do not display a higher level of involvement with wine as a product than fe...

This study analyses the impact of the modernisation of vegetable supply chains on the profit level of retailers in traditional wet markets in Indonesia, focusing on the transaction costs of the retailers in their transactions with suppliers. Data were collected from 797 traditional market retailers, in seven regions, in the Province of East Java, I...

This study investigates the sources of information people (n = 334) use when deciding to embark on a wine tourism excursion by visiting a USA wine region environment. The study’s overall aim was to establish whether there are differences between first-time and repeat and between in-state- and out-of-state-based visitors in terms of sources of infor...

Purpose – This exploratory study aimed to examine the relationship between perceived risk, risk-reduction strategies (RRS), and the occasion-based purchase of wine, a product widely regarded as representing a complex buying situation for consumers in a retail setting. Design/methodology/approach – Data was collected in a specialty wine store in Ad...