Sicilian Wine's Effect on Consumers' Identity- Behavioral Intentions: The mediation effect of Subjective Norms and Social Activity

Purpose: Wine has a purely symbolic connotation in the eyes of consumers and the market. Therefore, it could lead to a different consideration and perception of buying local wine which could be sensed as a social experience rather than an automatic action. The research aim is to highlight the bond between customers and the product (Sicilian DOC wine) by overcoming the utilitarian limit and showing the social one. This study has the purpose of understanding in depth how individual behavior and social relationships are able to influence people’s behavioral intentions which lead to an increase in wine consumption. Methods: The sample was characterized by 302 consumers of Sicilian DOC wine who gave their consent to participate to the research to verify how the social aspects may lead to the behavioral Intentions of purchase. The cross-sectional research has been conducted using an online survey which was available to be filled in by participants from May 2019 to December 2019. Data were analyzed using SPSS. Results: The results show how subjective norms and social activity constitute two crucial dimensions for consumption behavior through mediating the effect of individuals identifica- tion with people that tend to choose and consume Sicilian DOC wine (social identity) on the behavioral intention of that product to fulfill their desire. Both indirect effects of social identity on behavioral intentions (IE = 0.04; C.I. = 0.01–0.05; IE = 0.02; C.I. = 0.005–0.03) are significant and mediated by subjective norms and social activity. Conclusion: Social activities and subjective norms influence people’s intention to purchase a Sicilian DOC wine for purely social and symbolic purposes.