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

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 signifi-cantly 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 digi-tal natives are systematically online buyers.