Vol. 15 No. 1 (2026)
Original Research Article

Digital Engagement without Online Purchasing? Age Differences in Gin Channel Choice in Italy

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  • Maria Angela Perito,
  • Mariarosaria Simeone,
  • Sara Cerqueti,
  • Carlo Russo
Maria Angela Perito
Department of Bioscience and Agro-food and Environmental Technology, University of Teramo, Teramo, Italy
Mariarosaria Simeone
Department of Political Science, University of Naples Federico II, Napoli, Italy
Sara Cerqueti
Department of Bioscience and Agro-food and Environmental Technology, University of Teramo, Teramo, Italy
Carlo Russo
Department of Economics and Law, University of Cassino and Southern Lazio, Cassino, Italy
DOI: https://doi.org/10.36253/wep-19939

Published 2026-05-27

Keywords

  • Gin market,
  • channel choice,
  • online purchasing,
  • digital engagement,
  • age difference

How to Cite

Perito, M. A., Simeone, M., Cerqueti, S., & Russo, C. (2026). Digital Engagement without Online Purchasing? Age Differences in Gin Channel Choice in Italy. Wine Economics and Policy, 15(1), 115–125. https://doi.org/10.36253/wep-19939

Copyright (c) 2026 Maria Angela Perito, mariarosaria simeone, Sara Cerqueti, Carlo Russo

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Younger consumers are frequently portrayed as inherently digital and online-oriented buyers. However, empirical evidence suggests that digital engagement does not necessarily translate into online purchasing behavior, particularly in multichannel and food-related contexts. This study investigates purchasing channel choices among gin consumers in Italy, a market characterized by gradual development, strong social connotations, and increasing digital visibility. Using data from a nationwide online survey (n = 945 gin drinkers), we examine how sociodemographic characteristics, consumption habits, and social media engagement relate to channel selection. Results show that younger consumers, despite higher levels of social media use, are significantly less likely to purchase gin online and predominantly rely on supermarkets. In contrast, middle-aged consumers display stronger interest in premium products and a greater propensity toward online purchasing. Moreover, time spent on social media is negatively associated with online channel choice, challenging the assumption that digital natives are systematically online buyers.

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