Wine Consumer Behaviour Research Articles

Exploring Portuguese Consumers’ Behavior Regarding Sustainable Wine: An Application of the Theory of Planned Behavior

Although consumption is the cornerstone of economic growth, it is unquestionably one of the main reasons for the current degradation of the planet. Hence, it is necessary to understand consumers’ different perceptions and behaviors regarding sustainable goods, as the solution will inevitably involve changing behaviors and promoting more sustainable consumption. In light of the challenges posed by sustainability within the wine sector, namely issues related to climate change, chemical exposure, and the availability of water and energy, and considering the industry’s substantial environmental and social impacts, it is important to understand the factors influencing wine consumer behavior. This research explores sustainable wine consumption in Portugal. Based on a sample of 197 valid responses, collected in an online survey that took place from March 20 to April 30 of 2024, and applying the Theory of Planned Behavior (TPB) framework, the current study found that consumers’ intention to consume sustainable wine is influenced by their attitudes, subjective norms, and sustainability awareness. Regarding the individuals’ consumption of sustainable wine, this behavior is influenced by the intention to consume this wine, and by consumers’ perceived behavioral control. The results also concluded that individuals’ intention to consume sustainable wine is significantly different across marital status, professional occupation, level of education, and age. With these valuable insights, this study aimed to increase the available information on sustainable wine consumption, allowing different stakeholders, namely political decision makers, to develop and implement more efficient measures to promote sustainable wine consumption.

Wine Consumer Studies: Current Status and Future Agendas

Background As wine has become more than just a drink, exploring wine consumer studies provides a better understanding of various factors that shape the wine industry. Therefore, this paper aims to review and map the landscape of wine consumer literature using bibliometric analysis and systematic review. It identifies the key areas, clusters, antecedents, mediators, moderators, and outcomes to propose the framework for future research directions. Methods This study adopts an integrative review approach: a bibliometric and systematic review. The data for this study were retrieved from the Scopus database. While the bibliometric analyses are conducted using VoSviewer software, a systematic review is conducted using a content analysis approach. Results Four main topics in the extant wine consumer literature are identified: sustainability and wine, wine preferences and choice, wine consumer behavior, and wine consumer insights. The five critical areas of wine consumers’ literature recognized are decision-making, consumer preferences, consumer behavior, segmentation, and consumer involvement. This study also recognizes theoretical and methodological advancements in the wine consumer literature. Conclusions The findings contribute to advancing knowledge development, identifying research gaps and shedding light on future research in the wine consumer domain. The results offer practical insight for wine industry stakeholders, researchers, and influencers.

Segmenting Chinese wine consumers on the basis of wine knowledge and consumption behavior

Purpose This study aims to provide insights into wine consumers in Hong Kong and Mainland China, and the diversity of their behavior, by investigating their motivations, consumption and purchasing behavior and segmenting the sample based on wine knowledge and frequency of consumption to identify three distinct clusters that are then profiled. Design/methodology/approach Data was collected through an online survey of wine consumers of ethnic Chinese origin residing in Mainland China and Hong Kong, using two methods of recruitment (a convenience sample from wine-related databases, a panel survey undertaken by an international market research firm). The final sample comprised 477 respondents, about equally divided among Mainland Chinese and Hong Kong wine consumers. Analysis of the data using the Statistical Package for Social Sciences for Windows (SPSS) 29 included a series of descriptive analyses, followed by a two-step cluster analysis using an Euclidean distance method. Findings Wine knowledge and frequency of wine consumption were relatively higher within the sample as a whole than previous studies, but three distinct consumer segments are evident. There is evidence of a democratization of wine consumption, and a greater focus on wine consumption for enjoyment in relaxed and informal settings. rather than consumption driven by health and status, occurring primarily in commercial or business settings. The dominance of red wine in this market is also declining, and intrinsic cues – specifically, prior experience of the wine – are becoming important in wine purchase decisions. Originality/value This study uses a broad sample of wine consumers to identify trends in wine consumption patterns and motivations, and purchase decision-making behavior, of Mainland Chinese and Hong Kong wine consumers. The identification of three clusters of wine consumers offers both points of comparison with previous segmentation research globally and within China, whilst also identifying scope for further research.

Unveiling the Tapestry of Chinese Wine Consumers: A Quantitative Investigation of Influencing Factors and Consumer Segmentation

Purpose: This study investigates the key influencing factors of wine purchasing behaviour of the Chinese wine consumer market and explores the relevant parameters influencing cluster building among Chinese wine buyers. Design: The data for this study was obtained through a survey distributed to wine company followers from the Changyu Pioneer Wine Co. Inc., on WeChat resulting in the collection and analysis of 1,535 useable valid responses. Findings: Six clusters are identifiable; they differ significantly with various individual characteristics and wine purchasing behaviour. The choice between foreign and domestic wine is a significant factor in understanding wine preferences. The importance of wine attributes (colour, taste, and distribution channels) varied among different groups, indicating that these factors operate differently across populations. Variables pertaining to having experience abroad distinguished and separated younger cohorts. Participants from metropolitan areas, female participants, and younger age groups provided valuable insights into the preferences of the younger generation. Practical implications: Our findings emphasize the importance of considering factors beyond initial wine brand and individual characteristics when studying wine consumer behaviour. Elements such as taste preferences, distribution channels, cultural influences, and personal experiences play a substantial role in shaping wine preferences. Understanding the impact of these factors enables the development of strategies and offerings that better align with the diverse needs and preferences of Chinese wine consumers.

Unveiling the Tapestry of Chinese Wine Consumers: A Quantitative Investigation of Influencing Factors and Consumer Segmentation

Purpose: This study investigates the key influencing factors of wine purchasing behaviour of the Chinese wine consumer market and explores the relevant parameters influencing cluster building among Chinese wine buyers. Design: The data for this study was obtained through a survey distributed to wine company followers from the Changyu Pioneer Wine Co. Inc., on WeChat resulting in the collection and analysis of 1,535 useable valid responses. Findings: Six clusters are identifiable; they differ significantly with various individual characteristics and wine purchasing behaviour. The choice between foreign and domestic wine is a significant factor in understanding wine preferences. The importance of wine attributes (colour, taste, and distribution channels) varied among different groups, indicating that these factors operate differently across populations. Variables pertaining to having experience abroad distinguished and separated younger cohorts. Participants from metropolitan areas, female participants, and younger age groups provided valuable insights into the preferences of the younger generation. Practical implications: Our findings emphasize the importance of considering factors beyond initial wine brand and individual characteristics when studying wine consumer behaviour. Elements such as taste preferences, distribution channels, cultural influences, and personal experiences play a substantial role in shaping wine preferences. Understanding the impact of these factors enables the development of strategies and offerings that better align with the diverse needs and preferences of Chinese wine consumers.

Evaluating white wine consumer interest in Grüner Veltliner: a potential signature varietal for Pennsylvania

PurposeThis study aims to determine white wine drinkers’ interest in Grüner Veltliner wine, a potential signature wine for the Commonwealth of Pennsylvania in the USA and identify the consumer segments likely to look for and purchase this wine varietal.Design/methodology/approachA total of 676 wine consumers from the Mid-Atlantic region in the USA were compared based on familiarity with Grüner Veltliner wine, variety-seeking (VARSEEK) scores and the likelihood of looking for and purchasing Pennsylvania Grüner Veltliner wine.FindingsAlthough only a third of participants had some experience with Grüner Veltliner wine, 77% were “somewhat interested” to “very interested” in being able to sample and taste the wine, and 66%–67% were “somewhat likely” to “very likely” to look for and purchase the wine from both growing regions. Generation, wine consumption behavior and familiarity with Pennsylvania wine and Grüner Veltliner wine differed between participants based on purchase intent and VARSEEK scores (i.e. low VARSEEK/likely, high VARSEEK/unlikely). Differences in factors motivating Grüner Veltliner purchasing were also identified between low VARSEEK/likely and high VARSEEK/likely participants.Originality/valueThe paper presents evidence of potential demand for a signature wine from an emerging wine region. This provides direction for target marketing and related promotional strategy, along with identifying wine consumers interested in tasting and purchasing the wine.

BYOB of wine, but which one? Unveiling new boundary conditions and moderating effects for restaurant patrons' consideration set formation

PurposeDeparting from conflicting findings on the role of involvement in the formation of the consideration set, the authors of this study seek to shed light to the wine consumer behaviour and expand previous findings in the bring-your-own-bottle (BYOB) of wine restaurant industry. The authors seek to determine the contradictory effect of involvement on the consideration set size and variety.Design/methodology/approachThree empirical studies were conducted. In Study 1, the relationships were tested in a personal consumption situation and in Study 2 in a gift-giving context. Finally, in Study 3, inconsistencies in the intensity of the hypothesised relationships were explored by testing the triple interaction amongst the three variables (i.e. involvement, decision-making context and decision domain).FindingsAccording to the authors' findings BYOB of wine consumers form larger considerations sets in memory-based decision contexts. Involvement's effect on wine consideration set size is stronger in memory-based decisions. BYOB restaurant patrons form smaller sets of alternatives for personal consumption. BYOB restaurant patrons form more heterogeneous sets of alternatives in wine gift-giving. BYOB of wine restaurants should facilitate consumers' wine-selection process.Originality/valueThe authors make an effort to explain and determine the up-to-date contradictory effect of restaurant patrons' involvement on the BYOB of wine consideration set size and the amount of variety contained therein. The study offers new insights, by unfolding the moderating effect of decision-making contexts (i.e. memory-based versus stimuli-based) and decision domains (i.e. personal consumption versus gift-giving) on this effect of involvement on the properties of consideration sets.

Do Consumers Consider the Healthfulness of Wine in Republic of Korea?

Purpose: Wine is an alcoholic beverage considered to have health benefits when consumed in moderation. Studies have investigated the healthfulness of wine via various approaches; however, given that wine consumption behavior is evolving, fresh data are needed. There is a paucity of evidence on the perceived mental health benefits of wine; hence, this study examined consumers’ perceptions of wine healthfulness separately for each physical and mental health benefit and compared them with wine consumption behaviors. Design/methodology/approach: A quantitative data collection method was used. The questionnaires were given to participants in South Korea who had consumed wine in the six months before the survey. A total of 304 responses were collected for further analysis. A paired t-test, ANOVA, and descriptive analysis were used to analyze the data. Findings: This study found that respondents perceived higher mental health benefits than physical health benefits from wine consumption. Demographic characteristics showed significant differences in the mental or physical health benefits of wine. Consumers who believed in the physical health benefits of wine preferred white wine over red wine; however, consumers who believed in the mental health benefits of wine had no preferences. Originality: This study suggests that segmented marketing tools are needed due to the various characteristics of wine consumers. In addition, to encourage a healthy drinking environment, marketing should focus on moderation for both the wine industry and consumers. Furthermore, consumers’ consideration of the mental health benefits of wine consumption cannot be underestimated compared to the physical health benefits of wine consumption; however, wine is also regarded as an alcoholic beverage that needs to be consumed with consideration of health concerns in various restrictions.

Resveratrol and Wine: An Overview of Thirty Years in the Digital News.

Resveratrol's health benefits have received wide media coverage. Since resveratrol is usually associated with wine, informative texts about it should be prepared very carefully, since inaccurate website content could easily change people's wine consumption behavior. This study aimed to assess the quality of informative texts related to resveratrol on science journalism websites. We analyzed 125 resveratrol posts on Science Daily, WebMD, and EurekAlert! published between 1990 and 2020. A higher number of posts was published in the years in which the number of people looking for information on the internet also increased. The increase can also be related to David Sinclair's notoriety, a fact that we called the "Sinclair effect". Most of the posts are replications of universities' press releases, mainly reporting resveratrol's health benefits, which resulted from preclinical studies and cannot be translated to humans. Most of them mention wine in the text and some in the title. Wine is usually mentioned in headline resveratrol news, which could potentially influence wine consumption behavior. Scientists must intensify their efforts to communicate with the public to increase people's health literacy. Online news portals should have science journalists skilled in exploring scientific data and their translation into a simple and accurate language.

Determinants of Choice and Wine Consumption Behaviour: A Comparative Analysis between Two Counties of Romania.

Wine, one of the world’s oldest and most popular beverages, has a distinct variety matching a diverse base of consumers worldwide. The study was conducted in two counties of Romania in order to identify consumers’ perception towards wine consumption, as well as the driving factors behind wine consumption and the decision process of choosing a certain type of wine. Thus, four factors were identified through principal component analysis: intrinsic cues and consumers’ experience, extrinsic cues and origin, notoriety and the label and package of the wine, correlating them with the socio-demographic characteristics of our respondents. It might be concluded that the intrinsic cues and consumer experience ranked highest among the priorities of the participants between 35 and 45 years old when choosing a certain type of wine. Additionally, notoriety was more valued by people with higher income, and people with experience in the domain inclined to pay more for a bottle of wine.

A new oversampling method and improved radial basis function classifier for customer consumption behavior prediction

In practical applications, imbalanced data has brought great challenges to classification problems. In this paper, we propose two new methods: (1) a new oversampling method, named Tomek-CASUWO, to address the issue of class imbalance; (2) a new classifier, named ILS-RBFNN, to increase the accuracy of prediction of customer consumption behavior. Since current ASUWO algorithm is easily affected by noise samples and fuzzy class boundaries, we propose Tomek-CASUWO to address these problems: (i) the Tomek links algorithm is used to filter noise samples; (ii) CASUWO is used to avoid overlapping class boundaries; (iii) Tomek-CASUWO is used to synthesize new samples. Also, we propose a new classifier based on RBFNN, named ILS-RBFNN, to improve the prediction accuracy: (i) the hybrid kernel is developed by combining Gaussian and Polynomial; (ii) an Immune Algorithm (IA) is used to optimize the centers of RBFNN; (iii) Least-Squares (LS) is used to calculate the biases and weights. Wine-consumer behavior data is used to compare our Tomek-CASUWO with other oversampling methods. We compare ILS-RBFNN with several well-known kernel functions and parameter update methods. The experimental results show that Tomek-CASUWO can significantly improve the prediction accuracy of a classifier, and ILS-RBFNN outperforms other classification methods. We also conduct experiments on the extended real-world dataset. Finally, the robustness and applicability of ILS-RBFNN are verified on the eleven UCI datasets. All results show that the proposed two methods outperform existing models. The experimental results also demonstrate the effectiveness and practicability of ILS-RBFNN for predicting customer behavior.

Wine consumption behavior between Western and Mainland Chinese Consumer

This research aims to investigate the different wine consumption behavior between Western and Mainland Chinese. It conducted questionnaires to interview 109 Western and 110 Mainland Chinese in Hong Kong. Due to a different culture, Western and Mainland Chinese have various motivations to drink wine. Western drink wine for a taste of wine, social communication, pairing with a meal while Mainland Chinese drink wine for health reason, social communication, image enhancement. Another interesting finding is that wine knowledge influences the selection of extrinsic and intrinsic factors when buying wine. Western have higher wine knowledge level than the Mainland Chinese. Mainland Chinese use extrinsic cues to select wine. By contrast, Western use intrinsic cues to select wine.

When the Customer and the Wine Shelf Meet: Factors of Ethnocentrism When Selecting a Bottle of Wine

This study examines the importance of wine characteristics when choosing wine, such as the shape and colour of the bottle, type of wine cork, information on the wine label, price and ethnocentrism. Three research questions were proposed in this paper. A quantitative online survey in the form of 458 participants was carried out in Slovenia. Participants were asked questions relating to their wine consumption behaviour. The results of this study show the Spearman’s correlation coefficient between ethnocentrism and country-of-origin importance. These findings benefit winemakers who want to improve their wine sales and learn what characteristics of the wine label are significant.

Why consumers drink natural wine? Consumer perception and information about natural wine

Similar to other foods, the concept of natural wine is much debated due to the lack of a clear and regulated definition, leading to a proliferation of heterogeneous norms and standards proposed from different natural wine associations at national levels. The current study explored the aspects which mediate individuals’ information and perception of natural wine, and the rationale behind natural wine consumption behavior among Italian (n = 501) and Spanish (n = 527) regular wine consumers. The results reveal a quite low self-reported degree of perceived information by Italian respondents and slightly higher levels among Spanish ones. The key drivers of natural wine consumption in both countries are wine consumption frequency, information, and natural product interest. In contrast, higher wine involvement levels decrease natural wine consumption frequency in both Italy and Spain. The findings also show that different perceptions lead to diverse motivations, suggesting the need for more homogeneous standards to mitigate the level of information asymmetry currently on the market.

An Extended Model of the Theory of Planned Behaviour to Predict Local Wine Consumption Intention and Behaviour.

The consumption of local agricultural products boosts the regional economy and employment whilst preserving the rural landscape and environment. In this research, the background of local wine consumption behaviour will be studied, using an extended model of the Theory of Planned Behaviour. Partial least squares structural equation modelling (PLS–SEM) was used to test the hypotheses. The study was conducted in the Canary Islands with a sample of 762 people. The results confirmed a relationship between intention and perceived behavioural control. Furthermore, the ethnocentric personality was found to have a positive influence and the cosmopolitan personality a negative influence. The personal norm and place identity were also confirmed to be related to attitudes towards such behaviour. This study contributes to the literature by adding constructs to this theory that are relevant to local wine consumption. It also addresses the implications for those involved in the marketing of local products.

Covid-19 lockdown and wine consumption frequency in Portugal and Spain

Aim of study: This study aims to analyse how psychological factors related to the Covid-19 lockdown affected the frequency of wine consumption among Iberian consumers.Area of study: To achieve this goal, we used data collected from an online survey in Europe comprising 4489 observations from Portuguese and Spanish samples.Material and methods: Using an ordered probit model, we analysed the wine consumption frequency as a function of a set of explanatory variables related to psychological factors, sociodemographic variables, consumption characterisation and channels of trade variables.Main results: The identification of the hedonic nature of wine consumption explains the increase in frequency, while the negative feelings associated with the lockdown and health concerns are not relevant, which implies a different effect on consumption than in the case of other disasters. Consumer loyalty before the lockdown and the role that technology has played in explaining the frequency of consumption in the form of apps, online purchasing and digital drinks opens up a new horizon in the study of consumer behaviour.Research highlights: Although econometrically different, the impact of the Covid-19 crisis tend to be felt similarly among the Iberian countries. The effects of psychological impacts related to feelings of Covid-19 of the lockdown does not show impact in wine consumption behaviour. The consumer background and behavioural attitude towards wine explain most changes in consumption patterns

The Monastery as Tavern and Temple in Medieval Islam: The Case for Confessional Flexibility in the Locus of Christian Monasteries

Abstract This article examines the diverse nature of Muslim interest in Christian monasteries during the medieval Islamic period. According to a variety of contemporary accounts, Muslim visitation to monasteries often involved wine consumption and licentious behavior on the part of the elites. While not dismissing this possibility, this research suggests that there was often a greater religious dimension to Muslim fascination with monastic sites. Sacred shrines throughout the late antique Levant had, after all, been held in esteem for their hospitality and miraculous powers long before the arrival of Islam. This examination contends that Muslim interest in such Christian shrines and monasteries represents a dynamic, flexible confessional environment at the dawning of Islam. The pious spirit of pilgrimage and ziyāra/visitation was simply transferred into a new religious context; one that was defined by its fluid character and amorphous sectarian lines.

Did Wine Consumption Change During the COVID-19 Lockdown in France, Italy, Spain, and Portugal?

AbstractThis article documents how the COVID-19 crisis has affected the drinking behavior of Latin European wine consumers. Using a large online survey conducted during the first lockdown in France, Italy, Portugal, and Spain (n = 7,324 individuals), we reconstruct the purchasing and consumption patterns of the respondents. The number of people who maintained their wine consumption frequency is significantly higher than those who increased or decreased their consumption. Wine consumption frequency held up better than other types of alcohol (beer and spirits). We analyze heterogeneities among countries and individuals by employing the Marascuilo procedure and an ordered logit model. The latter identifies the impact of demographic, commercial, and psychosocial factors on wine consumption frequency. The results shed light on changes in wine consumer behavior during the first lockdown and consider possible post-lockdown trends that could be useful to industry players. (JEL Classifications: D5, L66, Q1)

Investigating Australian Consumers' Perceptions of and Preferences for Different Styles of Sparkling Wine Using the Fine Wine Instrument.

This study investigated consumer preferences for different styles of sparkling wine and the influence of wine style and occasion on sparkling wine purchasing and consumption behavior. Australian consumers (n = 203) completed an online survey and blind tasting of representative styles of commercial sparkling wines, including Champagne. Wine sensory profiles were determined by descriptive analysis using a trained panel (n = 12) and consumers were segmented into ‘No Frills’, ‘Aspirant’ and ‘Enthusiast’ clusters using the Fine Wine Instrument. Consumer perceptions, preferences and liking were measured using 9-point hedonic scales and compared via statistical analysis. Consumers anticipated liking Champagne and sparkling white wine the most, and Moscato and Prosecco the least, but on tasting, could only readily identify the Moscato and sparkling red wines, as the most contrasting wine styles. As such, liking scores for the Champagne and sparkling white wine were significantly lower based on tasting (median scores were 6.0, compared with 9.0 and 8.0 for survey responses, respectively). Consumers’ preconceived expectations of different sparkling wine styles clearly influenced purchasing and consumption behavior. Aspirants and Enthusiasts were more likely to spend more per bottle for Champagne and sparkling white wine, and consumption of these sparkling wines was most frequently associated with celebratory occasions, such as anniversaries, birthdays, Christmas, New Year and weddings.

Consumption Context Effects on Fine Wine Consumer Segments' Liking and Emotions.

Wine consumer lifestyle segmentation has been widely studied; however, most studies have solely utilised online surveys. This work investigated the impact of context on wine consumer segments’ liking and emotions while consuming wines in different environments. Two studies were conducted with regular wine consumers segmented based on their fine wine behaviour using the Fine Wine Instrument. Study 1 (n = 122) investigated the effects of wine variety and product information, and Study 2 (n = 346) the effects of wine quality and consumption context, on hedonic and emotional responses of the segments. Within both studies, three segments were identified and named: Wine Enthusiasts, Aspirants and No Frills. The Wine Enthusiast segment generally liked the wines more and perceived more intense positive emotions when consuming wine compared to the No Frills segment, with the Aspirant’s likes and emotion intensities ranging in between. Wine Enthusiasts were more discriminative of their preferred wines and reported stronger positive emotions when tasting higher quality (Study 1) and more complex (Study 2) wines. The consistent results across the two studies showed for the first time that consumer segments, based on lifestyle segmentation, differ in their hedonic and emotional responses towards wine when actually tasting wines, demonstrating that the Fine Wine Instrument has practical implications and can identify wine consumers displaying different wine consumption behaviours.