Antecedents of Consumer Commitment to a PDO Wine: An Empirical Analysis of Spanish Consumers

Abstract

The purpose of this paper is to examine the antecedents of consumer commitment to a food product with a Protected Designation of Origin (PDO). We analyse the influence of intrinsic and extrinsic perceived quality on consumer satisfaction, consumer trust and consumer commitment. The data were collected through a structured questionnaire given to Spanish consumers of PDO wine from Somontano. After the fieldwork, a PLS model was applied to analyse the relations proposed. The findings confirm that satisfaction and trust are the main drivers of consumer commitment to the PDO. In addition, satisfaction is found to be determined by the intrinsic attributes of quality and trust by the extrinsic attributes of the product. However, no direct influence has been found of extrinsic attributes on satisfaction or of intrinsic attributes on trust. This influence has been found to be mediated by consumer satisfaction.