A STUDY OF THE COUNTRY OF ORIGIN EFFECT ON GREEK CONSUMERS’ EVALUATION OF WINE
A STUDY OF THE COUNTRY OF ORIGIN EFFECT ON GREEK CONSUMERS’ EVALUATION OF WINE

Summary/Abstract: The concerned study has the aim to investigate the Country of Origin (CoO) effect on Greek consumers’ evaluation of wine. Special attention was paid to the socio-psychological factors behind social identities: consumer ethnocentrism (CE) and animosity. 160 surveys were collected and analyzed through SPSS. The outcome of the research shows that Greek consumers are marginally ethnocentric. Additionally, it was observed that male respondents are more ethnocentric than females, and individuals that left Greece for at least one year also have a higher level of CE. This research can motivate companies, seeking to go internationally, to consider/reconsider the role of sociopsychological factors on the perception of a specific CoO, as well as their effect on foreign product acceptance.

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