Wine сonsumer behavior: demographic, social, and emotional factors in the context of sustainable development

Abstract

The aim of the study is to examine the profile of wine consumers in the context of various factors influencing their preferences and product choices, including socio-economic and cultural characteristics. To achieve this goal, an analysis of scientific publications highlighting consumer behavior in the wine industry was conducted, along with an exploration of the impact of factors such as income, education, age, and cultural preferences.

The research methods involve the analysis of publications in international scientific databases, such as Web of Science, as well as the use of interdisciplinary approaches, including economic, sociological, and psychological perspectives. Both theoretical and empirical studies were examined, shedding light on changes in consumer preferences regarding wine based on social, cultural, and economic factors.

The results indicate that wine selection by consumers is determined by a range of factors, with education and income levels, as well as cultural and social preferences, being particularly significant. Specifically, it was found that higher income levels correlate with increased wine consumption and a preference for premium products. Meanwhile, age and social status influence consumption frequency, with younger consumers preferring wine during social events, while older consumers base their choices on variety and origin. Additionally, the findings suggest growing interest in eco-friendly products and wine as a health-beneficial beverage.

The conclusions confirm that wine producers need to adapt their strategies to the changing consumer profile, considering not only economic but also socio-cultural aspects of consumption. In particular, focusing on eco-friendly products and strategically developing marketing efforts aimed at promoting consumer health and wine as part of a healthy lifestyle are key.