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This study aims to use the extended model of goal-directed behavior (EMGB) to examine the interaction between wine purchasing motivations and prior knowledge and their impact on consumers’ wine purchase intentions and decisions.

The survey was conducted in large discount retail stores in South Korea, and structural equation modeling analysis reveals EMGB’s strong predictive ability to understand wine buying behavior.

Notably, the findings reveal that social life and enjoyment motivations play a significant role in shaping consumers' attitudes. In addition, positive emotions, attitudes, prior knowledge, subjective norms and negative anticipated emotions all have a positive effect on desire, while desire, prior knowledge and frequency of past behavior have a significant impact on behavioral intention. Contrary to previous studies, celebration motivation has no significant effect on attitude and perceived behavioral control has no significant effect on desire and behavioral intention.

The findings provide practical insights for marketers to conduct targeted wine marketing campaigns and increase consumers' intention to purchase wine.

This study furthers the understanding of the complex mechanisms involved in shaping the intention to purchase wine using the EMGB framework.

The UK wine market is one of the largest in the world. The purpose of this paper is to investigate current social and cultural influences affecting the buying behaviour of UK wine consumers within off‐trade environments.

Three stakeholder groups involved in the provision and sale of wine in the UK are identified. Data gathered from these stakeholders, via semi‐structured interviews, are used to classify groups of UK wine consumers and to develop a question schedule for a series of six wine consumer focus groups.

The results show that intended usage and or consumption situation have significant influence upon purchasing behaviour. The purchase decision is further influenced by whether intended usage is to be private or public. Significant gender differences are identified; wine buying is often perceived as a predominantly male role although more women actually buy more wine. Differences in low involvement and novice behaviours are identified.

The sample population used was small and may not be representative quantitatively. However the use of focus groups enabled the gathering of significant qualitative data.

As a mature, sophisticated wine market, wine purchasing and consumption in the UK has become so incorporated into lifestyle that the consumption context drives purchasing behaviour whether overtly or covertly. Understanding the context of presumed use enables better understanding of consumer behaviour to be developed.

This study suggests that whilst high and low involvement market segments can be, and have previously been, identified these are artificial and fluid constructs since most wine consumers utilise a range of behaviours.

The aim of this study is to investigate the influence of atmosphere on consumer emotions and wine purchasing behaviours to assist winery management in the development and communication of a strong positioning strategy. Studies in retail have indicated the importance of atmosphere in relation to consumer emotions and behaviours. Until now, limited evidence has existed on how the three dimensions of atmosphere may influence consumers visiting wineries.

The study consisted of surveys conducted in two stages. The first survey (n = 170) explored the factors applied in this study, and the second survey (n = 377) analysed the relationship between the atmosphere, emotions and consumer purchasing behaviours at wineries.

Findings indicated that atmosphere at a winery has the potential to positively influence consumer emotions and wine purchasing behaviours. Live music and the natural environment were particularly formative of atmosphere and consumer emotions and their subsequent wine purchasing while visiting the winery. The distinction allowed this study to analyse factors important for consumers to increase the time they spent at the winery.

The geographical location of the study is limited to one state in Australia.

In distinguishing between different consumer wine purchasing behaviours, drinking wine and buying wine, this paper contributed to three important intersectoral fields: wine tourism, atmosphere and consumer behaviour. Additional factors that contributed to consumer emotions and wine purchasing behaviours included live music and the natural environment at wineries.

The aim of this study is to identify perceptions, attitudes and behavior of young adults concerning wine consumption, using the “theory of planned behavior” as a theoretical framework.

The aim of this study is to identify perceptions, attitudes and behavior of young adults concerning wine consumption, using the “theory of planned behavior” as a theoretical framework.

The major findings are that attitudes and subjective norms are, apparently, the components with most influence on behavior of young people in relation to wine consumption. For the consumers group, attitudes seem to be the most crucial component, especially the “interest in alcohol”. They drink it in special occasions for sociability and to disinhibit. Regarding the non-consumers group, the main attitude is “dislike taste”. Also the subjective norms, are very present, especially parents, society, friends and publicity, in consumers group. The non-consumers have the perception of greater parental induction to not consume wine. No significant differences were found between gender or educational system.

Concerning the results, a limited, convenience sample, was employed and this is assumedly an exploratory study. Therefore the results cannot be considered to represent a broad section of the groups studied. Still sample related, only Portuguese young adults students were studied.

This research can contribute not only for the knowledge relating to Portugal as a wine consuming environment but also to the general area of attitudes and perceptions of young people towards moderate wine consumption. As today young adults, novice or potential wine consumers will be the next generation of wine consumers, it can be beneficial for wine marketers to focus on this target population aiming at exploring further their engagement with wine.

This research has an originally approach to wine consumption by young adults once it focus and explore the non-problematic behavior of young adults about wine consumption. The results of this study can contribute to the development of targeted advertising and publicity of the wine industry, in order to promote moderate wine consumption among young adults.

The purpose of this paper is to determine consumer characteristics, buying behaviour, and the factors that influence the Chinese wine consumer.

The study applies qualitative and quantitative methodology, together with a literature review and a strategic environmental scan of the Chinese wine market and consumer behavior.

Consumer education, wine‐related activities, channels of communication, taste, country of origin, quality, and price rank are found to be important factors influencing the buying and consumption behavior of Chinese consumers.

Results suggest that there is a need for stakeholders to develop and implement informational and educational marketing strategies to educate and inform consumers in ways that reflect their needs and expectations according to demographic characteristics.

The challenge for the stakeholders will be to: penetrate this emerging market to establish presence and capture market share; strive for long‐term growth and profit sustainability; create competitive advantage through core competencies; promote and sell quality products applying the principles of yield management “to charge the right price, to the ideal consumer, at the right time, in the right place”; and build brand loyalty.

The paper offers useful findings for stakeholders in the wine supply chain. Special attention should be given to the alcoholic beverage retailer and hospitality operators for whom wine revenue is the core of aggregate beverage revenue.

The paper contributes to the body of knowledge of consumer behavior in relation to wine consumption in an emerging market. The results benefit players in the wine supply chain; especially retail and hospitality operations.

The purpose of this paper is to advance the understanding of the decision-making process of consumers from novice markets facing the choice of a complex product like wine, explaining the determinants of their consumption intention and behaviour. It also aims to understand the link between product attributes and consumption intention and behaviour, analysing the role played by intrinsic and extrinsic cues.

This study applies the theory of planned behaviour considering that individuals do not always have complete control of wine consumption behaviour, especially when they come from a novice market. A questionnaire survey, preceded by an exploratory phase, was conducted in St Louis, Missouri, a novice market for wine.

This study identifies a novice consumer whose choice of a complex product is driven by experiential attitude towards the product more than the conditioning of referents, and even more than the perceived behavioural control and the interconnected concept of risk. The risk is perceived to a greater extent when it has to do with the functional nature of the product linked to its sensory component, rather than with its social or health connotations.

This study assesses the role of intrinsic and extrinsic cues and of the perceived behavioural control, assumed as closely interconnected with the concept of risk, in explaining wine consumption intention and behaviour. Perceived behavioural control was omitted by previous studies applying the reasoned action approach to explain wine consumption behaviour.

This study aims to understand the degree of predictability and value in analyzing consumer purchase patterns in the US wine retail market. The study considers whether brands in US wine retailing follow the well-established Duplication of Purchase Law and Double Jeopardy Law.

Over 20,000 customer panel wine purchases were analyzed from a number of locations within a supermarket chain based on the West Coast of the USA. Cross-purchasing behavior for the top 20 wine brands by market penetration was analyzed to assess whether the well-established Duplication of Purchase Law and Double Jeopardy Law hold up in this wine retail setting in the USA. The degree of predictability and the existence of anomalies in expected cross-purchasing behavior were identified in the analysis.

Results confirmed a Double Jeopardy pattern and that wine cross-purchasing patterns for the most part followed the Duplication of Purchase Law. However, exceptions to these patterns were found, which indicated areas in need of managerial attention due to the potential to remedy, develop or monitor the most prominent variations between predicted and realized cross-purchasing behavior. Repeated identification of variations has been identified in other product categories, known as market partitions.

Although it is commonly believed that wine is a unique product category, the results of this study demonstrate that consumer behavior toward wine is similar to other fast-moving consumer goods. The exceptions suggest that while similar consumer purchase patterns are evident, consumers are more likely to cross purchase wine brands and grape types more than would be expected given Duplication of Purchase Law benchmarks.

The purpose of this exploratory study is to identify how consumers' involvement with wine as a product impacts upon their on‐premise behaviour, with special focus on the BYOB (bring‐your‐own‐bottle) behaviour aspect.

Data are collected through the use of a self‐administered highly structured questionnaire in both metropolitan and rural areas of Adelaide in South Australia. The sample consists of consumers who had at least one time BYOB of wine experience. A response rate of 73 percent was achieved resulting in 101 useable surveys. During the operationalization process a scale was designed for measuring consumers' wine involvement level.

Consumers' involvement level with wine as a product has a direct effect on consumers' BYOB of wine behaviour. High‐involved wine consumers have a higher tendency to BYOB than low‐involved wine consumers. Although there was no significant difference between the two groups in terms of financial motivations for BYOB, high‐involved wine consumers are more concerned about functional reasons, while low‐involved wine consumers are more concerned about social and time reasons. There is a positive relationship between consumers' wine involvement level and their attitudes towards having to pay corkage fees for BYOB.

The restaurant and wine industries could enter into mutually beneficial arrangements to cope with the increasingly popular BYOB practice. For example, wineries can partner with restaurants to have permission for consumers to BYOB of their wine to the partnered restaurant without paying any corkage fees. In return, the wineries can provide a “corkage fee subsidy” to the partnered restaurants. Although tentative due to the exploratory nature of this study, these findings may provide useful information to the restaurant and wine industry and would benefit further from investigation on a larger scale.

This study is of value to academic researchers, the restaurant industry and the wine industry alike. It is unique in that it examines the relationship between consumer involvement with wine as a product and how this impacts upon their on‐premise behaviour, with a specific focus on their BYOB behaviour.

The purpose of this paper is to investigate the purchasing behaviour of consumers across four nations and evaluate the influence that gender has on wine purchasing decisions.

An interviewer‐administered questionnaire was used to examine the actual purchase decisions made by 399 consumers inside stores in New Zealand, Australia, the UK and the USA.

The results indicate that gender has little significant impact on the frequency with which consumers purchase and drink wine. In addition, gender does not significantly influence the number of attributes which are evaluated by consumers nor the importance that they attach to them. In terms of product attributes, gender was found to significantly influence consumer utilisation of the discount price cue and the region of origin cue.

For those wine marketers who are targeting the female consumer, one implication of this research is that this may be achieved by utilising price discounts. In general, however, the results provide little evidence of significant differences between males and females in terms of wine purchasing behaviour and therefore suggest that gender may not be a useful variable for segmenting the global wine market.

This paper adds to current knowledge regarding the influence of gender on purchase decision making. In particular, the paper is of significance because it has explored the behaviour of consumers during an actual purchase decision and examined the views of consumers across four nations.

This study aims to understand the behaviour of novice consumers and provide businesses with guidelines regarding how to approach the different typologies of novice consumers from new inexperienced markets and from new generations.

The reasoned action approach is applied to wine consumer, and two parallel surveys using a questionnaire have been conducted with a sample of the Missouri population – representing new consumers – and a sample of the young Italian population – representing young consumers located in traditional consuming countries. Two research hypotheses are tested.

The hypothesis testing reveals two effects. The age effect creates similarities in the decision-making process structure, and attitude and subjective norm have the same weight in influencing behavioural intention. The novice effect creates differences in the structure; however, similarities exist at a more basic level than that of attitude and subjective norm, in salient beliefs and salient referents.

The study highlights that penetration of these consumer segments should pursue different marketing approaches: educational goals for young people from new markets, an experiential marketing approach to improve the link between product and producer for new consumers and emphasis on cultural aspects of the product in a “young manner” for young consumers from traditional consuming markets.

For the first time in the literature, this study analyses commonalities and peculiarities in the decision-making process of novice consumers.