A Psychological analysis of Wine and Food consumption in Sicily: the marketing experience implication

The aim of this study was to investigate the variables that promote and determinates the choice of consumption of the typical Sicilian product, refering in particular to the food and wine sector. Specifically, based on the previous literature, a first hypothesis is explore the impact of subjective norms, perceived behavioural control and attitude on desire and behavioural intentions. A second hypothesis is instead, that desire can mediate the relationship between subjective norms, perceived behavioural control, attitude and behavioural intentions. Results emerged confirm the important role played by desire, which full mediates the relationship between subjective norms and behavioural intention and provide a first suggestion for the development of new strategies for the promotion and spread of the Sicilian wine and food culture.