Do implicit and explicit attitudes explain organic wine purchase intention?

Purpose The purpose of this paper is to recognise the role of implicit and explicit attitudes on organic wine purchase intention and to segment consumers using these variables. Design/methodology/approach The authors conducted a two-part Web survey ( n = 690) in Spain: an Implicit Association Test followed by a questionnaire on explicit attitudes, purchase intention and demographic data. Validity and reliability of these attitudes are contrasted using confirmatory factor analysis, attitude relationships with purchase intention using multiple linear regression analysis, and segments using k-means cluster and discriminant analyses. Findings The authors improve the measurement of explicit attitudes explaining organic wine purchase intention. Only attitudes towards intrinsic attributes and arousal feelings significantly explain purchase intention. Two attitudinal segments are detected, one showing moderate purchase intention with high explicit attitudinal levels and high consumption of organic wine and the other showing low levels of purchase intention and explicit attitudes, consuming mainly conventional wines. Neither segment shows any relevant differences in implicit attitudes. Practical implications The analysis offers information on attitudes that contribute to explain Spanish consumer purchase intention in a wine sector notable for focusing more on making quality products than by knowing its market. Originality/value The authors offer deeper understanding of the influence of attitudes on organic wine purchase intention. This paper also presents an attitudinal segmentation of consumers.