Understanding the factors affecting Greek consumers' willingness to purchase non-alcoholic wine

Abstract

Τhe consumption of non-alcoholic wine is a relatively new trend in Greece and little is known about the factors influencing consumer purchasing behavior in this market. This study aims to fill this knowledge gap by examining the attitudes, beliefs and perceptions that influence Greek consumers' decision making regarding non-alcoholic wine. The research design uses a quantitative approach, which involves collecting data from a sample of 314 participants using a structured questionnaire. The data collected were analyzed using descriptive and inferential statistics such as principal component analysis (PCA) and multiple regression analysis. The results indicated that the benefits of alcohol-free wine, influence from close social circle, feeling of patriotism and the willingness to pay a premium price positively influence consumers ‘intention to buy alcohol-free wine. This research is significant for understanding consumer behavior and preferences in the non-alcoholic wine market, allowing producers and retailers to develop effective marketing strategies. Suggestions will be given on target markets, labeling and packaging, and pricing compared to alcoholic wine. To strengthen the study, a longer time frame and a more balanced gender sample could be utilized, and the study could be extended to the whole of Greece. However, this study can contribute to literature and serve as a basis for future research.