The role of innovation and reference groups on emotions and purchasing decision on consumers of Mexican wine

Consumer behavior research embodies a research line dedicated to the analysis of emotional factors that determine the purchasing intensions of wine consumers. Valle de Guadalupe (VDG) in Mexico is one of the most dynamic wine tourism regions in Latin America and the actors involved in its development are interested in generating a more competitive product offer based on better knowledge of wine consumers. A survey applied to 300 participants made it possible to establish, through a structural equation model, the determining effect of influence of reference groups regarding the intention to buy wine directly and by motivating purchase through positive emotions. This work concludes with recommendations on the adaptation and better management of the product offer for this segment in the region.