Abstract
ABSTRACT There is increasing academic and public interest in the rise of nonalcoholic (NA) beverage options. As a whole, the nascent stream of research on NA consumption has generated some important insights into the demand and attractiveness of NA options to consumers. However, we know little about how the social context both influences and is influenced by NA wine consumption. This paper examines how the motives, social contextual factors, and outcomes may differ for NA wine consumption. We apply signaling theory to develop our formal propositions and present the results of a netnography study, which provides the initial corroboration of our conceptual model. Finally, we discuss the implications of our model and directions for future scholarship in this important area of wine research.
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