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Trends in wine consumption in Norway: is diffusion theory applicable?
1Norwegian Institute for Alcohol and Drug Research, Norway.
Advances in Health Economics and Health Services Research
|September 18, 2007
Summary
Diffusion theory partially explains Norway's rising table wine consumption. Early adopters had high social status, but typical adoption patterns and social network links were not observed, indicating a complex adoption process.
Area of Science:
- Sociology
- Consumer Behavior
- Food Studies
Background:
- Table wine consumption in Norway showed increasing trends over four decades.
- Understanding the drivers of changing consumer habits is crucial for market analysis.
Purpose of the Study:
- To assess the applicability of diffusion theory to explain rising table wine consumption trends in Norway.
- To identify characteristics of early adopters of table wine.
Main Methods:
- Analysis of eight cross-sectional surveys conducted between 1962 and 1999.
- Utilized national adult samples to track consumption patterns over time.
Main Results:
- Diffusion theory partially explains the observed trends in Norwegian wine consumption.
- Early adopters were identified as individuals with high social status and cosmopolitan orientations.
- The study did not find the characteristic S-shaped adoption curve or a significant association between wine consumption and social networks.
Conclusions:
- Diffusion theory offers partial insights into table wine adoption in Norway.
- The adoption of table wine is influenced by socio-demographic factors but may deviate from classic diffusion models.
- Further research is needed to explore the role of social networks and other factors in wine consumption trends.
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