Fountain, JoannaLamb, CGMueller, Simone2011-12-052011Fountain, J. & Lamb, C. (2011). Generation Y as young wine consumers in New Zealand: how do they differ from Generation X? International Journal of Wine Business Research, 23 ( 2), 107 - 124. Doi: 10.1108/175110611111429811751-1062V83ME (isidoc)https://hdl.handle.net/10182/4077The primary aim of this research was to identify the wine consumption behaviour of Generation Y in New Zealand, to explore if differences exist in the wine behaviour of Generation Y in comparison to Generation X, and to seek possible explanations for these differences, in terms of cohort, age and period. A quantitative survey was conducted with a random sample of residents of Christchurch, New Zealand in 1998 and again in 2008. Three forms of analysis were undertaken: time lag (comparing Gen Y, aged 18-29 in 2008 with Gen X, aged 20-29 in 1998), cross sectional (comparing Gen Y in 2008 with Gen X, aged 30-39 in 2008) and longitudinal (comparing Gen X in 1998 and 2008). The research focused on a relatively small sample within a specific urban New Zealand setting and further application to the country as a whole may be useful. Qualitative research, perhaps using a recall methodology to explore previous consumption behaviour, would help to provide more explanation for the findings.pp.107-124en© Emerald Group Publishing LimitedGeneration YGeneration Xwine consumptionNew ZealandJournal Article10.1108/175110611111429811751-1070ANZSRC::3506 MarketingANZSRC::3507 Strategy, management and organisational behaviourANZSRC::3508 Tourism