Country of product origin as a determinant influencing typology of Czech consumers in the beverages market

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. 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