engleski

Wine perception and consumption among young adults in Croatia

Wine consumption in Croatia significantly decreased in the last 20 years and it amounts to 18-20 litres per capita per year. At the same time the consumption of the competitive drinks increased, especially beer, with yearly consumption of 80 litres per capita. This trend is mostly identified by young urban adults who almost do not drink wine at all. The goal of this research is to describe the perception of wine among young adults, their preferences, buying and consumption behaviour and future intentions about wine consumption. The research will be carried out in two stages. The focus group with young adults will be used to explore their perceptions and attitudes towards wine, motives and barriers in the wine purchase. The second stage of the research consists of the survey that will be used to collect quantitative data about wine consumption, preferences and attitudes towards wine among young adults. The results of this research will provide an information basis for the wine marketing among young adults in Croatia.

wine; young adult; croatia

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