Foreign wine consumption in Australia: The influence of consumer perceptions to foreign cultures on wine choice

Research has shown that while some people favour foreign-sources products, others prefer to purchase goods made in their own country. Sales of Australian wine have been consistently increasing in recent years in the home market, however sales of imported wines are also increasing in terms of dollar value. This paper examines the effect of consumer ethnocentrism and animosity on willingness to buy foreign wine products, in an effort to bettter understand the factors involved in the consumer decision making process when purchasing wine products.