O iginal Resea ch
SAGE Open
Ap il-June 2024: 1–16
ÓThe Au ho (s) 2024
DOI: 10.1177/21582440241255552
jou nals.sagepub.com/home/sgo
Coun y o P oduc O igin as a
De e minan In luencing Typology o
Czech Consume s in he Be e ages
Ma ke
S
ˇa
´ ka Velc
ˇo ska
´
1
and Lucie Waliszewska
´
1
Abs ac
This pape aims o p opose a ypology o Czech consume s wi h espec o hei a i udes owa d he coun y o o igin
when pu chasing be e ages. A en ion is paid o ou commonly pu chased be e age ca ego ies: bee , wine, ea and co ee.
Using he Compu e Assis ed Web In e iewing me hod, he o al numbe o ully comple ed ques ionnai es ob ained was
396. The selec ion o esponden s was de e mined by gende and age quo as. The measu emen o a i udes in ol ed u ilizing
a se o 22 s a emen s conce ning he be e age o igin which we e e alua ed on a i e-poin scale. As con i med by he
esea ch esul s, in each be e age ca ego y, he coun y o o igin in luences consume s’ pu chasing decisions di e en ly.
When pu chasing wine, Czech consume s mos commonly e i y he coun y om which i o igina es. The o igin is also
impo an o hem when i comes o bee , wi h he s onges p e e ence o bee p oduced in hei own coun y. The coun-
y om which he be e age o igina es has a conside ably lowe impo ance o co ee and is he leas impo an when buy-
ing ea. Based on esponden s’ a i udes owa d he coun y o be e age o igin, ou consume segmen s we e iden i ied,
namely ‘‘Expe imen e s,’’ ‘‘Picky consume s,’’ ‘‘Pa io s,’’ and ‘‘P o-Eu opean consume s.’’ Fac o and clus e analysis we e used
o his pu pose.
Keywo ds
be e age ma ke , clus e analysis, consume a i udes, consume segmen s, consume ypology, coun y o o igin, su ey
In oduc ion
Consume beha io in he be e age ma ke is a e y
b oad opic ha o e s many possibili ies o in es iga-
ion. In he cu en globalized en i onmen , consume s
encoun e a ious ac o s when pu chasing be e ages,
and one o he signi ican aspec s is he coun y o p od-
uc o igin. Consume s ca e abou he p oduc ’s o igin as
i gua an ees a ce ain p oduc quali y and sa e y, some
o hem wan o suppo domes ic p oduc s o a oid
p oduc s om speci ic coun ies. Consume in e es in
he coun y o p oduc o igin issues is g owing, and
engagemen in his a ea has inc eased du ing he Co id-
19 pandemic. A hough -p o oking pe spec i e in ol es
de eloping a consume ypology ha po ays consume
a i udes owa d he coun y om which a be e age o i-
gina es, as cu en app oaches o be e age ma ke seg-
men a ion do no conside his ac o .
P e iously published s udies ocus mainly on sub-
ypologies in a sub-ma ke , examples being ypologies in
he wine ma ke (Lockshin e al., 2000; Lockshin &
Co si, 2012) o ypologies in he bee ma ke (Cal o-
Po al e al., 2018; Go
´mez-Co ona e al., 2016; Jaege
e al., 2020). Howe e , he a e age consume does no
buy jus one be e age ca ego y, he e a e usually se e al
ca ego ies o be e ages in hei shopping baske .
Mo eo e , hese ypologies a e based on di e en c i-
e ia, such as he consume ’s shopping habi s
1
VSB – Technical Uni e si y o Os a a, Czech Republic
Co esponding Au ho :
S
ˇa
´ ka Velc
ˇo ska
´, Depa men o Ma ke ing and Business, VSB – Technical
Uni e si y o Os a a, Facul y o Economics, Sokolska . 33, Os a a 702
00, Czech Republic.
Email: sa ka. elco ska@ sb.cz
C ea i e Commons CC BY: This a icle is dis ibu ed unde he e ms o he C ea i e Commons A ibu ion 4.0 License
(h ps://c ea i ecommons.o g/licenses/by/4.0/) which pe mi s any use, ep oduc ion and dis ibu ion o
he wo k wi hou u he pe mission p o ided he o iginal wo k is a ibu ed as speci ied on he SAGE and Open Access pages
(h ps://us.sagepub.com/en-us/nam/open-access-a -sage).
(Tokinomo, 2022) o he consume ’s esponsibili y o
amily ood pu chases (The Food Indus y Associa ion,
2015). The e is no o he p e ious segmen a ion s udy
ha ocuses di ec ly on he ex en o which he coun y
o o igin a ec s he consume ’s decision-making p ocess
when pu chasing be e ages. Consequen ly, his pape
aims o ill he esea ch gap in his ield and o ind ou
di e en segmen s o Czech consume s in he be e age
ma ke based on he in luence o he coun y o be e age
o igin.
The ou be e age ca ego ies, namely bee , wine, co -
ee and ea we e selec ed o his s udy as he ou mos
egula ly and equen ly pu chased be e age ca ego ies
by Czech consume s. In addi ion, hese ca ego ies we e
chosen as i makes sense o examine o hem he in lu-
ence o he coun y o o igin in pu chasing decisions. In
con as , o juices o mine al wa e s, he coun y o o i-
gin is usually no so di e se and de e minan .
The scien i ic con ibu ion o his s udy is mainly con-
nec ed wi h he ex ension o he exis ing esea ch me ho-
dology, he de elopmen o a new me hodology and he
associa ed c ea ion o s a emen s used in he ques ion-
nai e ocused on he ela ionship be ween he coun y o
o igin and he ou be e age ca ego ies. The esea ch
he e o e p o ides a deepe and mo e comp ehensi e
insigh in o consume decision-making.
Knowledge o consume segmen s in he be e age
ma ke based on hei a i udes owa d he o igin o he
p oduc can be a basis o e aile s o make decisions
abou he p oduc asso men o e ed. This will allow
e aile s o selec he be e age po olio ha he consu-
me s will be mos in e es ed in, which will help selle s
po en ially educe in en o y and inc ease u no e as
well as p o i . The e o e, his pape aims o c ea e con-
sume ypology on he be e age ma ke in he Czech
Republic and desc ibe he di e ences be ween indi idual
consume segmen s wi h espec o he impo ance o he
be e age o igin.
Li e a u e Re iew
In ligh o he pape ’s objec i e, an explana ion is p o-
ided o how consume pu chasing beha io is a ec ed
by he coun y o o igin. Fu he mo e, he speci ici ies o
he coun y o o igin e ec wi h ega d o p oduc ca e-
go ies a e desc ibed, wi h a ocus on he abo e-
men ioned be e age ca ego ies. A en ion is also paid o
he ypologies o consume s in he ma ke unde s udy.
Coun y-o -O igin E ec
The coun y o o igin (COO) e ec explains he impac
ha he o igin coun y o a p oduc , including i s manu-
ac u ing, assembly, o design, has on how consume s
pe cei e and assess he p oduc . (Ja ed & Hasnu, 2013;
Mo on e al., 2004). ‘‘This phenomenon occu s when
consume s in e ha he cha ac e is ics o a coun y
ans e on o a p oduc o a b and’’ (Velc
ˇo ska
´&
S
ˇ ajdo a
´, 2022). Howe e , he concep o he COO
e ec is becoming inc easingly complex.
Consume s o en associa e ce ain coun ies wi h spe-
ci ic p oduc quali y o p oduc cha ac e is ics, which
may in luence hei a i udes and beha io . The impac
o a COO di e s acco ding o se e al a iables in ol ing
he pe cep ion o he coun y image, p e ailing na ional
s e eo ypes, consume e hnocen ism, amilia i y and
expe ience wi h he b and o p oduc ca ego y, and he
le el o in ol emen wi h he p oduc (Lee & Lee, 2009,
in: Pha , 2005; Rez ani e al., 2012; Velc
ˇo ska
´&
S
ˇ ajdo a
´, 2022; Yang e al., 2016). Some s udies ha e
p o en ha consume s exhibi a endency o ei he a o
o a oid p oduc s based on he coun y hey associa e
hose p oduc s wi h, due o he in luence o he coun y
image (Obe ecke e al., 2008). Based on consume s’
associa ions o s e eo ypes wi h a gi en coun y, hey
o en assign posi i e o nega i e cha ac e is ics o spe-
ci ic p oduc s (As apchyk & S ezhne , 2016). In gene al,
p oduc s manu ac u ed in less de eloped coun ies a e
o en conside ed as ha ing highe isks and in e io qual-
i y when compa ed o p oduc s p oduced in mo e de el-
oped coun ies (Huddles on e al., 2001; Kalicha an,
2014). Thus, he likelihood o buying a p oduc p o-
duced in a coun y wi h a a o able epu a ion is g ea e
(Kalicha an, 2014).
The connec ion be ween he image associa ed wi h he
coun y o o igin, he pe cei ed quali y and p ice o a
p oduc , and he in en ion o pu chase i was con i med
in a s udy by Me abe (2020). The coun y o o igin can
in luence he p icing o he p oduc and he esul ing will-
ingness o he consume o pay ha p ice. Zhang e al.
(2020) e ealed in hei s udy ha bo h mac o and mic o-
le el dimensions o he coun y-o -o igin image (COI)
a ec Chinese consume s’ willingness o pay (WTP) o
milk be e ages. They con i med ha h ee dimensions
(mac opoli ical, mic o echnology/quali y, and mic ode-
sign/package) ha e a posi i e impac on e alua ing milk
om di e en coun ies, wi h he highe he pe cei ed
COI, he highe he consume ’s WTP.
I is clea ha he impac o he coun y whe e a p od-
uc o igina es has no iceable e ec s on he a i udes o
consume s and hei pu chasing decisions. A posi i e
COO e ec can enhance he pe cei ed quali y, alue,
and c edibili y o a p oduc , while a nega i e COO e ec
can lead o skep icism, doub , and a oidance o buying
he p oduc .
Howe e , al hough ce ain coun ies a e gene ally
iewed posi i ely, he e a e s ill consume s who exhibi
e hnocen ism and a o hei coun y’s p oduc s
2SAGE Open
because hey wish o con ibu e o he local economy o
hold he belie ha domes ic b ands possess supe io
quali y, g ea e c edibili y, and be e align wi h con-
sume needs and p e e ences (As apchyk & S ezhne ,
2016; Kalicha an, 2014; Velc
ˇo ska
´&S
ˇ ajdo a
´, 2022;
Yang e al., 2016). Yang e al. (2022) ound ha ‘‘ he
impo ance o coun y-o -o igin in p oduc e alua ion is
no necessa ily d i en by consume e hnocen ism o ani-
mosi y.’’ Only in he case o equen buye s, a s onge
deg ee o a o ing p oduc s om hei own coun y and
ejec ing p oduc s om o he coun ies co ela es wi h a
g ea e emphasis on he coun y o o igin in assessing
p oduc s. V on is and Basile (2022) ocused on how
social media can imp o e and enhance he connec ion
be ween he coun y-o -o igin e ec and consume beha-
io . They conclude ha consume ’s expe iences a e
essen ial a iables when conside ing he COO condi-
ions. The e o e, o build a ela ionship be ween consu-
me s and p oduc s coming om ab oad, i is necessa y
o in eg a e digi al o ms and li e e en s.
Ano he aspec ela ed o he COO e ec conce ns he
so-called hyb id o mul ina ional p oduc s ha a ise in
he con ex o open bo de s, in e na ional ade, and glo-
baliza ion. These a e p oduc s whose de elopmen and
p oduc ion ake place in mo e han one coun y (C ouch
e al., 2016; Rez ani e al., 2012; Zamazalo a
´, 2010).
The e o e, wi hin he Eu opean Union (EU), one can
o en encoun e a scena io in which a p oduc is ma ked
wi h he label ‘‘Made in he EU.’’ Howe e , due o he
di e se na u e o EU membe s, his label o en lea es
consume s wi h somewha ambiguous in o ma ion abou
he p oduc ’s ac ual o igin. This label is o en used by
coun ies wi h lowe quali y s anda ds, and wi h his
unspeci ic o igin, hey minimize he po en ial isks ha
he o igin o he p oduc will discou age consume s om
buying i (S
ˇ ach, 2009).
The Rela ionship Be ween P oduc Ca ego y and he
Coun y o O igin Role
To unde s and he in luence o he coun y o o igin, i is
c ucial o di e be ween di e en p oduc ca ego ies
(Velc
ˇo ska
´&S
ˇ ajdo a
´, 2022). This is because he COO
e ec is no uni e sal (Ja ed & Hasnu, 2013). The he i-
age, cul u e, o li es yle o ce ain coun ies a e inhe -
en ly linked o speci ic p oduc s, esul ing in an
au oma ic pe cep ion o hem as p emium quali y, o
example, F ench wine, Czech bee , Ge man ca s,
Ne he land cheese, o Belgian chocola e. Hence, consu-
me s’ pe cep ions and expec a ions a y based on he
p oduc ca ego y and he coun y o o igin, leading o a
p e e ence o p oduc s o igina ing om speci ic coun-
ies. Con e sely, p econcei ed s e eo ypes associa ed
wi h ce ain coun ies may dissuade consume s om
making a pu chase i he e is a misma ch wi h he p od-
uc ca ego y (C ouch e al., 2016). This phenomenon is
e e ed o as a p oduc -coun y image by Ro h and
Diaman opoulos (2009).
In e ms o p oduc ca ego ies, consume s om some
coun ies show a s ong p e e ence o o eign p oduc s,
while consume s om o he coun ies a e mo e loyal
o local p oduc s. (As apchyk & S ezhne , 2016;
Papadopoulos e al., 1990) Acco ding o The Nielsen
Company (US)’s (2017) global esea ch, consume s om
a ious egions wo ldwide, especially in he ea, mine al
wa e and co ee ca ego ies, a e inclined o buy global
b ands ins ead o locally p oduced p oduc s. In he ca e-
go y o alcoholic be e ages (including bee ), he su ey
e ealed a p e e ence o local b ands among Czech esi-
den s. The deg ee o e hnocen ism in bee in he Czech
Republic has also been in es iga ed by Wanninayake
and Cho anco a (2012). The esea ch clea ly showed
ha Czech consume s p e e Czech bee s o o eign
b ands. The deg ee o p e e ence o local p oduc s and
he ejec ion o o eign p oduc s is he e o e in luenced
by he ype o p oduc .
Khan e al. (2017) conduc ed a s udy on he COO
e ec wi hin he bee ma ke , speci ically examining how
he demog aphic cha ac e is ics o consume s in New
Zealand impac ed hei pe cep ion o he quali y o
impo ed bee .
Se e al o eign s udies ha e been ca ied ou o exam-
ine he COO ole in consume wine-buying beha io .
B uwe e al. (2024) in es iga ed he e ec s o se e al
independen ac o s on COO p oduc ca ego y assess-
men when buying wine. They ound ou ha consume
e hnocen ism, p oduc in ol emen , pu chasing expe i-
ence and a el exposu e s ongly a ec COO p oduc
ca ego y a ings. Deans e al. (2014) disco e ed ha , o
UK consume s, he coun y om which a wine o igina es
is he second mos c ucial ac o (a e p ice). C ouch
e al. (2016) hypo hesized ha i a posi i e pe cep ion is
associa ed wi h a ce ain coun y, i would posi i ely
a ec he e alua ion o wines om ha pa icula coun-
y. The assump ion was con i med, as i was ound ha
esponden s a ed wines om hose coun ies wi h which
hey ha e associa ed posi i e emo ional eac ions be e .
People om di e en coun ies a ound he wo ld con-
side F ance and I aly o be he bes wine p oduce s.
Based on his esea ch, Tamasx(2016) eached simila ind-
ings, namely ha F ance, I aly, and Spain a e pe cei ed
as he bes wine p oduce s in he eyes o consume s.
The s udy conduc ed by Vesela
´and Zich (2015) aimed
o unde s and he ac o s ha in luence Gene a ion Y
when pu chasing wine, speci ically examining he signi i-
cance o he coun y o o igin. The esea ch showed ha
he majo i y o esponden s base hei pu chasing deci-
sions on h ee main ac o s: coun y o o igin, wine
Velc
ˇo ska
´and Waliszewska
´3
b and, and p ice. As expec ed, F ench wines we e a ed
as high quali y, wi h simila esul s o Czech wines. In
ano he s udy, au ho s examined how he coun y-o -
o igin e ec in luences millennials’ wine p e e ences
(Fo oudi e al., 2019). The esul s show ha many pa i-
cipan s who p e e ed a pa icula wine a he beginning
o he expe imen (especially on he basis o he COO
epu a ion), mo ed hei p e e ence o ano he wine in
he end, a e ha ing mo e knowledge abou i . The
au ho s consequen ly sugges ha inc easing knowledge
could help o change o me p ejudice.
In hei sys ema ic e iew, Giacoma a e al. (2020)
aimed o in es iga e how geog aphical cues and coun y
o o igin in luence wine consume s’ beha io , wi h e e -
ence o he New and Old Wo lds. The au ho s concluded
ha geog aphical cues and coun y o o igin alone a e
no enough o a ac o in pu chasing decisions.
Consume s om bo h wo lds conside also o he ac o s
oge he such as wine knowledge, socio-e hno-
demog aphic ac o s, consump ion habi s, labeling s a-
egies and he use o medals and awa ds on labels. In
addi ion o hese indings, Gala i e al. (2018) e ealed in
hei s udy ha wine o igin (COO), iden i ied in pa icu-
la h ough he Designa ion o Con olled O igin (DOC)
in o ma ion, has a signi ican in luence on he p icing o
he wine, especially on p emium p ice.
The link be ween he coun y o o igin and consume
co ee and ea pu chasing beha io has ecei ed com-
pa a i ely li le a en ion. The majo i y o he esea ch
conduc ed in his ield has add essed ac o s such as he
e ec o hese be e ages on people’s heal h, as e, a oma,
quali y, p ice, b and, e c. Howe e , he e a e s ill e e -
ences and in o ma ion a ailable in he li e a u e ha dis-
cuss he coun y o o igin and i s signi icance in he
selec ion o co ee and ea.
S udies on be e age pu chasing beha io ha e
e ealed ha while co ee quali y emains a p ima y con-
side a ion in he decision-making p ocess (Fo e , 2005),
coun y o o igin in o ma ion also holds signi ican
impo ance o many consume s, wi h a p e e ence o
single-o igin co ee, ha is, co ee ha comes om only
one coun y o egion (Minchin, 2022). Cok (2016) ana-
lyzed he signi icance o he coun y o o igin o co ee
in I aly and concluded ha quali y is he mos c ucial
aspec in e alua ing co ee. B and, p ice, and coun y o
co ee o igin a e compa a i ely less in luen ial.
I we ocus on Czech consume s, hey conside Czech
p oduc s o be as good as o eign ones, one- i h pe cei e
hem as ha ing a highe quali y. Czechs p e e g oce ies
om domes ic, egional o local p oduce s and belie e in
hei quali y (Velc
ˇo ska
´& Valec
ˇko a
´, 2018). Howe e , i
is no known o wha ex en hese domes ic p oduc p e-
e ences a y by p oduc ca ego y, speci ically in he be -
e age ma ke .
Consume Typologies
The ypology o consume s in ood and/o be e age ma -
ke s is also he subjec o esea ch s udies. To c ea e
ypologies, au ho s conside di e en pe spec i es, such
as cus ome s’ shopping habi s (Tokinomo, 2022), o con-
sume ’s esponsibili y o amily ood pu chases (The
Food Indus y Associa ion, 2015). O he au ho s hen
elabo a ed on speci ic ypologies in he ood ma ke , o
example in e ms o a i udes owa d o ganic ood
(Gumbe & Rana, 2021; Pes
ˇ ek e al., 2018). Mos ypol-
ogies, howe e , ocus on ood, a he han be e ages
sepa a ely.
Rega ding bee consume ypology, Jaege e al.
(2020) examined c a bee la o p e e ence. In his con-
ex , hey de ined bee consume s who desi e iche and
mo e in ica e la o s, as well as consume s who p e e
mo e adi ional la o s. Cal o-Po al e al. (2018) used
consump ion beha io , pa e ns and p e e ences as seg-
men a ion c i e ia and ca ego ized bee consume s in o
i e dis inc g oups (‘‘bee lo e s,’’ ‘‘ci cumspec senio s,’’
‘‘social d inke s,’’ ‘‘homelike women,’’ and ‘‘bee o ud-
dle’’). In ano he s udy, Go
´mez-Co ona e al. (2016) clas-
si ied bee consume s in o ‘‘c a ,’’ ‘‘indus ial’’ and
‘‘occasional’’ based on hei demog aphic cha ac e is ics
and bee consump ion habi s. Cal o-Po al e al. (2020)
ocused hei segmen a ion s udy on he bee ma ke as
well and c ea ed h ee main clus e s based on he le el o
in ol emen wi h bee (‘‘highly in ol ed consume s,’’
‘‘medium in ol ed consume s,’’ and ‘‘low in ol ed
consume s’’).
The e a e also se e al s udies ocusing on consume
segmen a ion and ypology in he wine ma ke . Lockshin
and Co si (2012) explo ed gende di e ences among cus-
ome s in he wine ma ke . Lockshin e al. (2000) e e o
McKinna’s s udy, which u ilized bene i -based c i e ia
o segmen ing wine consume s and wo k wi h ou dis-
inc segmen s o wine consume s (‘‘connoisseu s,’’
‘‘aspi a ional d inke s,’’ ‘‘new wine d inke s,’’ and ‘‘be -
e age wine consume s’’). Spa
´c
ˇil e al. (2022) con i med
hese indings and demons a ed ha he s uc u e o
wine consume s a ies acco ding o consume s’ a i udes
and socio-demog aphic cha ac e is ics. They also
e ealed signi ican c oss-cul u al di e ences among cus-
ome segmen s.
Typologies ha ocus on he co ee ma ke a e e y
a e. Ca alho e al. (2015) di ided B azilian consume s
in he co ee ma ke in o h ee g oups based on he ac-
o s ha mo i a e esponden s o consume co ee.
‘‘G oup 1’’ is mos ly d i en by psychological, e e yday
manne s and social ac o s, in con as o ‘‘G oup 2’’
which is unawa e o social e ec s, and ‘‘G oup 3’’ is
mo i a ed by daily habi s and psychological ou comes.
The e is no p e ious ecen s udy om epu able sou ces
ha ocuses on he segmen a ion o he ea ma ke .
4SAGE Open
The lis o p e iously assessed ypologies on he be e -
age ma ke acco ding o majo s udies om he las
8 yea s (2015 un il now) is isible in Table 1.
The e a e no many a ailable ypologies on he be e -
age ma ke om epu able jou nals o e he las 8 yea s.
Men ioned ypologies ocus only on speci ic o eign ma -
ke s and speci ic be e age ca ego ies, none o hem akes
in o accoun se e al be e age ca ego ies a he same
ime. Mos o hese segmen a ion s udies conside he
ypical consume o a ce ain ype o be e age when
selec ing he sample o esponden s, a he han he a e -
age consume who pu chases mul iple ypes o be e ages
in a single household pu chase. Mo eo e , no ypology
akes in o conside a ion he coun y o be e age o igin.
In addi ion, i seems ha he e does no exis any me ho-
dology o ully ely on, each au ho uses di e en sam-
pling app oaches and di e en sizes o he sample.
Ne e heless, all au ho s used a ques ionnai e (online o
pape ) o collec da a o hei segmen a ion s udy.
Consume ypologies in he Czech ma ke do no
di ec ly a ge he be e age ma ke bu gene ally ocus
on he ood o FMCG ca ego y, which includes be -
e ages. In he ypology o Czech consume s acco ding o
he Focus Agency om 2015, he segmen s a e p o iled
p ima ily based on quali y p e e ence o low ood p ices
and also on he deg ee o in e es in in o ma ion on he
o igin o pu chased ood wi h an emphasis on in e es in
o ganic ood (Czech Ag icul u e and Food Inspec ion
Au ho i y, 2016). The G K Shoppe Typology 2018
s udy on he FMCG ma ke moni o s consume a i-
udes o shopping, key ac o s when choosing a s o e,
and hei ela ionship o Czech and egional ood (GFK,
2022). Velc
ˇo ska
´(2018) and Sadı´lek (2019) p oposed a
ypology o consume s coming om consume pe cep-
ion o quali y labels in he ood ma ke . None o he
ypologies speci ically ocus on he be e age ma ke o
ake in o accoun he COO ole.
Based on he a o emen ioned indings, i can be con-
cluded ha no consume ypology wi hin he be e age
ma ke conside s mul iple be e age ca ego ies and
explo es he COO ole in consume pu chase beha io .
The e o e, his s udy aims o ill his esea ch gap in his
ield, o de e mine se e al di e en segmen s o Czech
consume s in he ou -ca ego y be e age ma ke based
on he in luence o coun y o p oduc o igin and o
b ing new me hodology wi h espec o al eady exis ing
me hodologies in his ma ke , including he o mula ion
o he s a emen s in he ques ionnai e, which will enable
he ul ilmen o he esea ch objec i e.
Me hods
The objec i e o he esea ch s udy was o segmen Czech
consume s in he be e age ma ke and sugges a
consume ypology ha conside s he COO ole in hei
pu chasing decisions. Fou be e age ca ego ies (bee ,
wine, ea, and co ee) as ep esen a i e be e ages com-
monly consumed in he Czech be e age ma ke we e
selec ed o he esea ch. Coun y o o igin was mainly
di ided in o h ee b anches— he Czech Republic, he
EU, and ou side EU-made be e ages.
To ob ain p ima y da a, quan i a i e esea ch was
used. Da a we e a ained h ough an online ques ion-
nai e su ey, mo e p ecisely using he Compu e Assis ed
Web In e iewing me hod. The ques ionnai e was dis-
ibu ed using e-mail and social ne wo ks, mainly o spec-
i ied online o ums and g oups conce ning be e age and
g oce y shopping. This me hod was chosen o secu e a
la ge sample o esponden s esul ing in be e explana-
o y powe o he ob ained in o ma ion. The s uc u ed
ques ionnai e included a ba e y o 22 s a emen s con-
ce ning he be e age o igin. These s a emen s we e pa -
ially c ea ed acco ding o he CETSCALE (Consume
E hnocen ism Scale), which is a unique mul i-i em scale
ha is used o measu e consume ’s e hnocen ic enden-
cies ha a e ela ed o he pu chase o domes ic and o -
eign p oduc s. The CETSCALE was i s in oduced and
alida ed by Shimp and Sha ma (1987). The s a emen s
we e subsequen ly modi ied acco ding o he needs o
his esea ch o measu e consume p e e ences owa d
domes ic be e ages, he coun y o o igin in gene al and
inally o explo e esponden s’ pe cep ion o selec ed
coun ies o o igin (EU-made and ou side EU-made be -
e ages) in ou be e age ca ego ies. To e alua e hese
s a emen s, a i e-poin Like - ype scale o ag eemen
was used, which allowed o he subsequen use o ac o
and clus e analysis and he c ea ion o a ypology. The
esea ch was ca ied ou in 2022.
The esea ch popula ion included indi iduals aged 20
and abo e esiding in he Czech Republic. The sample
was de e mined using a non-p obabili y sampling
me hod—a quo a sampling echnique acco ding o he
gende and age s uc u e o he Czech popula ion (aged
20 + ) in o de o secu e he ep esen a i eness o he
sample. Also, he highes achie ed educa ion le el o
esponden s was moni o ed in he esea ch. A o al o
396 esponden s pa icipa ed in he esea ch (Table 2).
Da a analysis was conduc ed u ilizing IBM SPSS.
Addi ionally, o s anda d analy ical p ocedu es, ac o
and clus e analyses we e applied o pe o m he segmen-
a ion and o c ea e cus ome ypology. Fac o analysis
is used o educe da a by c ea ing a smalle numbe o
new a iables ( ac o s) om many o iginal ones. Fo ac-
o analysis o be used, se e al condi ions mus be me .
Fi s ly, he in e nal consis ency o he ba e y mus be
e i ied o con i m whe he he en i e ba e y o i ems is
con inuous and whe he hese i ems a e ela ed o he
ba e y. The esul ing coe icien anges om 0 o 1. A
Velc
ˇo ska
´and Waliszewska
´5

Table 1. Typologies on he Be e age Ma ke Acco ding o Majo S udies (F om 2015 Un il Now).
Au ho s Coun y yea P oduc Da a collec ion me hod/Sample Segmen a ion c i e ia Typology
Cal o-Po al, C., O osa-
Gonza
´lez, J., & Blazquez-
Lozano, F. A.
Spain 2018 Bee Ques ionnai e, andom
sampling, N= 592
Consump ion beha io , pa e ns
and p e e ences
Bee lo e s, social d inke s,
homelike women, ci cumspec
senio s, bee o uddle
consume s
Cal o-Po al, C., Ri a oli, S., &
O osa-Gonzalez, J.
Spain 2020 Bee Online ques ionnai e, andom
sampling, N= 565
Classi ica ion based on le el o
in ol emen wi h bee
Highly in ol ed consume s,
medium in ol ed consume s,
Low in ol ed consume s
Go
´mez-Co ona, C., Escalona-
Buendı
´a, H. B., Ga cı
´a, M.,
Cholle , S., & Valen in, D.
Mexico 2016 Bee Ques ionnai e, isi o s o bee
es i al, N= 207
Bee consump ion habi s Indus ial bee , Occasional,
Indus ial, C a bee
consume s
Jaege , S. R., Wo ch, T., Phelps,
T., Jin, D., & Ca dello, V.A.
New Zealand 2020 Bee Ques ionnai e, senso y analysis,
N= 120
P e e ence o c a bee la o C a -s yle like s, adi ional-
s yle like s
Spa
´c
ˇil, V., Ho a
´ko a
´, J., &
G endysa, D.
Czech Republic,
Ge many 2022
Wine Ques ionnai e, N(CZ) = 458,
N(DE) = 409
A i udes owa d wine
consump ion
A e age wine consume s,
connoisseu s, inno a o s,
aspi a ional d inke s
Ca alho, N. B., Rod igues-
Minim, V. P., Nascimen o, M.,
Ribei o-Vidigal, M. C. T.,
Fe ei a, M. A. M., Goncxal es,
A. C. A., & Minim, L. A.
B azil 2015 Co ee Ques ionnai e, andom
sampling, N= 210
Fac o s ha mo i a e
esponden s o consume
co ee
G oup 1—mo i a ed by
psychological, e e yday habi s
and social ac o s, G oup 2—
obli ious o social e ec s,
G oup 3—mo i a ed by
e e yday habi s and
psychological e ec s
Sou ce. Own elabo a ion.
6
minimum alue be ween 0.6 and 0.8 is ecommended,
and coe icien s ha a e less han 0.5 a e usually unac-
cep able (Go o h, 2015). Ano he condi ion is he alue
o he KMO index, which mus be g ea e han 0.6, bu
ideally g ea e han 0.7. In he nex s ep, he a en ion is
ocused on Ba le ’s Tes o Sphe ici y. This es indi-
ca es whe he ac o analysis can be used—i he e is a
co ela ion be ween he a iables (Malho a, 2010).
Among he basic app oaches o ac o analysis a e
p incipal componen analysis and common ac o analy-
sis. The numbe o ac o s ha will be c ea ed can be
de e mined a p io i, based on eigen alues highe han
one (Kaise ’s ule), sc ee plo s, pe cen age o a iance o
signi icance es s. The ou pu o he ac o analysis and
he basis o in e p e he ac o s is a ac o ma ix. The
ini ial un o a ed ac o ma ix shows ela ionships
be ween he ac o s and indi idual a iables, bu mos
ac o s canno be easily in e p e ed using he un o a ed
solu ion. Fo his eason, o a ion is applied o ans-
o m he ac o ma ix in o a ma ix ha can be simple
and easie o in e p e . The Va imax p ocedu e is he
mos used me hod o o a ion, i esul s in o hogonal
ac o s (S€
u €
uc€
u e al., 2022).
The pu pose o he clus e analysis is o g oup espon-
den s in o segmen s (clus e s) based on hei simila i y.
Objec s wi h a smalle dis ance be ween hem a e mo e
simila o each o he han objec s a la ge dis ances.
The mos used measu e o simila i y (dissimila i y) is he
Euclidean dis ance acco ding o Hendl (2009).
Clus e ing p ocedu es a e di ided in o hie a chical
and non-hie a chical. Fo hie a chical clus e ing he
de elopmen o a eelike s uc u e is cha ac e is ic.
Hie a chical me hods a e agglome a i e o di isi e.
Agglome a i e me hods a e mo e commonly used in
ma ke ing esea ch, hey include linkage me hods, a -
iance me hods and cen oid me hods. The mos e-
quen ly used is he a iance me hod, mo e p ecisely
Wa d’s p ocedu e. The non-hie a chical me hods a e
also called K-means clus e ing (K= numbe o clus-
e s). As main disad an ages o he non-hie a chical
clus e ing can be conside ed a ac , ha he numbe o
clus e s mus be p e-speci ied, and ha he selec ion o
clus e cen e s is a bi a y. I is possible o combine
hie a chical and non-hie a chical me hods, i s using
hie a chical clus e ing and hen con inuing wi h a non-
hie a chical p ocedu e (E e i e al., 2011). The inal
numbe o clus e s should be alida ed based on he
esul s o he ANOVA es .
Using ac o analysis, o iginal s a emen s we e
educed o a jus ew new ac o s. The p incipal compo-
nen s me hod and he Va imax p ocedu e we e used o
ob ain he minimum numbe o o a ed ac o s and o
explain he maximum a iance in he da a. A e de ining
new ac o s, he clus e analysis me hod was employed o
es ablish dis inc consume clus e s based on esponses o
he a i udinal ques ions. Fi s ly, hie a chical clus e ing
was applied, speci ically Wa d’s me hod ( he Euclidean
squa e dis ance). This was ollowed by non-hie a chical
clus e ing (K-means me hod), whe e he de e mina ion o
he clus e numbe was se acco ding o he ou comes o
hie a chical clus e ing. The esul ing numbe o clus e s
was alida ed h ough he ANOVA es . The dependen-
cies be ween he consume segmen s and he socio-
demog aphic cha ac e is ics o he esponden s we e
examined by Pea son’s chi-squa e es . All es ing was
pe o med a a 5% le el o signi icance.
Table 2. S uc u e o he Sample and he Czech Popula ion (%).
Czech popula ion pe cen Sample pe cen Sample equency
Gende Men 49.0 49.0 194
Women 51.0 51.0 202
Age 20–34 20.9 23.2 92
35–44 18.6 18.2 72
45–54 19.2 17.7 70
55–64 15.3 16.2 64
65 and mo e 26.1 24.7 98
Highes educa ion le el Compulso y educa ion 14.0 24.2 96
High school diploma 65.7 44.9 178
College deg ee 20.3 30.8 122
Ne mon hly income
a
0–10,000 CZK - 10.1 40
10,001–20,000 CZK - 26.3 104
20,001–30,000 CZK - 37.9 150
30,001–40,000 CZK - 18.7 74
40,001 CZK and mo e - 7.1 28
Sou ce. Czech S a is ical O ice (2023) and own esea ch.
a
No moni o ed by he Czech S a is ical O ice.
Velc
ˇo ska
´and Waliszewska
´7
Resul s
In he i s sec ion o he esea ch esul s, consume a i-
udes owa d he be e age o igin a e analyzed. Then in
he second pa , esponden s a e di ided in o se e al seg-
men s (clus e s) based on hei exp essed a i udes.
Cha ac e is ics o consume segmen s acco ding o socio-
demog aphic ac o s a e p esen ed in he hi d sec ion.
Consume A i udes Rega ding he Be e age O igin
Responden s e alua ed a o al o 22 s a emen s conce n-
ing hei a i udes owa d he be e age o igin. Fo he
e alua ion, a Like i e-poin scale was used (1 means
s ong ag eemen , 5 is s ong disag eemen ). The mean
sco es indica ing he le el o ag eemen wi h he claims
a e shown in Table 3.
The esponden s mos s ongly ag eed wi h he s a e-
men s indica ing hei p e e ence o bee ha is made in
he Czech Republic (a e age alue 1.3) and ha hey
consis en ly conside he coun y o o igin when pu -
chasing wine (a e age alue 1.8). Responden s also
mos ly ag eed wi h claims ha hey p e e buying wine
which is made in he Czech Republic, hey a e open o
ying co ee and ea p oduced ab oad, and when buying
a bee , hey always check i s o igin. They also exhibi ed
a endency o ag ee ha he coun y om which he be -
e age o igina es is an indica ion o i s quali y. On he
con a y, pa icipan s in he su ey we e mo e likely o
disag ee wi h claims ha hey would like o y a bee
made ab oad (a e age alue 3.5) and ha hey would
buy wine ha is made ou side he EU wi h con idence
(a e age alue 3.6). Responden s disag eed o he bigges
ex en wi h he s a emen conce ning buying bee ha is
made ou side he EU wi h con idence.
Consume Typology by he A i udes Towa d he
Be e age O igin
Fi s , a ac o analysis was pe o med on a se o 22
s a emen s ela ed o be e age o igin. The pu pose was
o simpli y he s a emen s in o a smalle numbe o ac-
o s making i mo e con enien o apply and in e p e
ongoing clus e analysis. Also, he condi ions o he use
o ac o analysis we e e i ied h ough he calcula ion o
C onbach’s Alpha coe icien , he Kaise -Meye -Olkin
(KMO) index, and Ba le ’s sphe ici y es .
The C onbach’s Alpha coe icien is .626, which can
be conside ed a sa is ac o y esul . The ini ial equi e-
men o conduc ing ac o analysis was ul illed.
Subsequen ly, he KMO index alue was calcula ed. I s
alue was equal o 0.682, which is an accep able esul
(see Table 4). Las ly, i was needed o e i y he esul o
Ba le ’s Sphe ici y Tes , which indica es whe he ac o
analysis can be u ilized o no .
The esul ing signi icance was equal o .001 (Table 4),
con i ming he p esence o a co ela ion be ween he
Table 4. KMO Measu e and Ba le ’s Sphe ici y Tes .
Kaise -Meye -Olkin measu e 0.682
Ba le ’s es o sphe ici y App ox. Chi-squa e 1,039.552
d 231
Sig. .001
Sou ce. Own esea ch.
Table 3. Mean Sco es o Ag eemen s Wi h he S a emen s
Rela ed o he Be e age O igin.
S a emen Mean sco e
I always p e e o buy bee ha is made in
he Czech Republic.
1.3
I consis en ly conside he coun y o o igin
when pu chasing wine.
1.8
I always p e e o buy wine ha is made in
he Czech Republic.
2.1
I like o y co ee ha is made ab oad. 2.1
I consis en ly conside he coun y o o igin
when pu chasing bee .
2.2
The coun y om which he be e age
o igina es is a quali y indica ion.
2.3
I like o y ea ha is made ab oad. 2.3
I would a he buy a be e age wi h a
ce i ica ion o o igin han one wi hou .
2.4
I like o y wine ha is made ab oad. 2.4
I will pu chase wine p oduced wi hin he EU
wi h con idence.
2.8
I will pu chase ea p oduced ou side he EU
wi h con idence.
2.9
I will pu chase bee p oduced wi hin he EU
wi h con idence.
2.9
I will pu chase co ee p oduced wi hin he EU
wi h con idence.
2.9
I will pu chase co ee p oduced ou side he
EU wi h con idence.
3.0
I consis en ly conside he coun y o o igin
when pu chasing co ee.
3.0
I always p e e o buy co ee ha is made in
he Czech Republic.
3.1
I consis en ly conside he coun y o o igin
when pu chasing ea.
3.1
I always p e e o buy ea ha is made in he
Czech Republic.
3.1
I will pu chase ea p oduced wi hin he EU
wi h con idence.
3.3
I like o y bee ha is made ab oad. 3.5
I will pu chase wine p oduced ou side he EU
wi h con idence.
3.6
I will pu chase bee p oduced ou side he EU
wi h con idence.
4.2
Sou ce. Own esea ch.
No e. The da ke he shading o he cell wi h mean sco e, he s onge he
disag eemen o esponden s wi h he s a emen .
8SAGE Open
a iables. The e o e, i can be a i med ha ac o analy-
sis can be employed.
The p incipal componen me hod, Va imax o a ion,
and Kaise ’s ule ( he alue o ‘‘Eigen alues’’ is g ea e
han 1) we e u ilized o pe o m he ac o analysis. The
ini ial se o 22 s a emen s was ans o med in o six new
ac o s (see Table 4). These six ac o s explain mo e han
60% o he a iance o he en i e ba e y.
As can be seen in Table 5, he o a ed ma ix con ains
se e al c oss-loadings. A ‘‘c oss-loading occu s when
a iable loads a 0.32 o highe on wo o mo e ac o s’’
(Cos ello & Osbo ne, 2005). In his case, a complex
s uc u e is o med. All a iable loads highe han 0.3 in
absolu e alue we e shaded in o de o see occu ing
c oss-loadings, hese shaded en ies a e isible in Table
5. The e a e se e al ways how o deal wi h c oss-loadings
and c ea e a mo e simple s uc u e. Acco ding o Hai
e al. (2010), c oss-loadings lowe han 0.35 (in some
cases lowe han 0.4) a e no signi ican , especially when
he e is a di e ence o 0.1 o mo e be ween he c oss-
loads. The e o e a iable ‘‘I like o y co ee ha is
made ab oad’’ was assigned o Fac o 2 and he a iable
‘‘I will pu chase co ee p oduced ou side he EU wi h
con idence’’ was alloca ed o Fac o 5. S€
u €
uc€
u e al.
(2022) sugges ha when he c oss-loading alue is mo e
signi ican and he e is no a di e ence o 0.1 o mo e
be ween he c oss-loads, i is ecommended o emo e
he p oblem a iable om he analysis. Howe e , he
Table 5. Ro a ed Componen Ma ix Wi h Fac o Loadings.
F1 F2 F3 F4 F5 F6
I will pu chase wine p oduced wi hin
he EU wi h con idence.
0.897 0.048 20.003 20.031 20.022 0.097
I will pu chase co ee p oduced wi hin
he EU wi h con idence.
0.871 20.038 0.096 0.001 20.129 20.093
I will pu chase bee p oduced wi hin
he EU wi h con idence.
0.862 0.195 20.111 20.023 0.106 0.130
I will pu chase ea p oduced wi hin he
EU wi h con idence.
0.831 20.107 20.138 20.097 20.021 20.087
I like o y bee ha is made ab oad. 0.044 0.785 20.026 20.152 20.064 20.010
I like o y ea ha is made ab oad. 20.058 0.744 20.255 0.086 0.128 0.115
I like o y co ee ha is made ab oad. 20.078 0.667 20.343 0.021 0.118 0.066
I like o y wine ha is made ab oad. 0.079 0.638 20.280 0.060 20.028 20.091
I will pu chase bee p oduced ou side
he EU wi h con idence.
0.137 0.575 0.092 0.040 0.480 20.186
I will pu chase wine p oduced ou side
he EU wi h con idence.
0.026 0.573 0.125 0.016 0.567 20.217
I always p e e o buy co ee made in
he Czech Republic.
0.025 20.224 0.862 20.170 20.059 0.059
I always p e e o buy ea ha is made
in he Czech Republic.
20.068 20.174 0.830 20.160 20.108 20.007
I always p e e o buy wine ha is
made in he Czech Republic.
20.091 20.125 0.707 0.130 20.021 20.028
I always p e e o buy bee ha is
made in he Czech Republic.
20.041 20.272 0.456 0.256 20.245 20.166
I consis en ly conside he coun y o
o igin when pu chasing ea.
20.084 0.116 0.070 0.776 0.122 0.291
I consis en ly conside he coun y o
o igin when pu chasing co ee.
0.009 0.002 20.207 0.773 0.169 0.078
I consis en ly conside he coun y o
o igin when pu chasing bee .
0.004 20.133 0.134 0.692 20.213 0.013
I consis en ly conside he coun y o
o igin when pu chasing wine.
20.093 0.105 20.272 0.688 20.191 20.087
I will pu chase co ee p oduced ou side
he EU wi h con idence.
20.069 0.064 20.306 20.072 0.834 20.013
I will pu chase ea p oduced ou side
he EU wi h con idence.
20.054 0.018 20.008 20.057 0.800 20.018
The coun y om which he be e age
o igina es is a quali y indica ion.
20.147 20.261 0.015 0.056 20.104 0.778
I would a he buy a be e age wi h a
ce i ica ion o o igin.
0.167 0.153 20.005 0.110 20.030 0.727
Sou ce. Own esea ch.
No e. F = ac o .
Velc
ˇo ska
´and Waliszewska
´9
coun y o o igin e ec ha make Aus alians buy Champagne
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