Ilak Peršurić Anita Silvana, Težak Damijanić Ana, Radeka Sanja
Department Economics and Agricultural Development, Institute of Agriculture and Tourism, 52440 Poreč, Croatia.
Department Tourism, Institute of Agriculture and Tourism, 52440 Poreč, Croatia.
Foods. 2025 May 29;14(11):1937. doi: 10.3390/foods14111937.
Moderate wine consumption is, generally, the focus of various medical studies, while consumer behaviour research does not specifically centres on moderation in wine consumption. Wine consumption in moderation is an important part of various healthy diets; still, consumers need to make informed choices when purchasing wine and the information printed on wine labels partially contributes to this process. Therefore, the main aims of this paper were to develop a scale for measuring perceptions of the health benefits associated with moderate wine consumption, and to test the effect of dietary habits and non-obligatory wine label information on the perception of the health benefits associated with moderate wine consumption. The data were collected on a sample of wine consumers who participated in an interdisciplinary experiment regarding the impact of moderate wine consumption on human health. Univariate, bivariate, and multivariate statistics were used. The consumers' socio-demographic characteristics were used as a starting point in the analysis because they influence wine consumption. Gender was identified as a consistently important variable in predicting the perception of health benefits associated with moderate wine consumption. Health behaviour was a significant predictor along with gender, but after introducing non-obligatory wine label information, its significance in explaining the dependent variable was diminished. The results suggest that a consumer's perception of the scale of moderate wine consumption is a unidimensional construct. Furthermore, the non-obligatory information on wine labels was identified and classified as either wine-related warnings or wine-related health benefits.
一般而言，适度饮酒是各类医学研究的重点，而消费者行为研究并未特别聚焦于适度饮酒。适度饮酒是各类健康饮食的重要组成部分；尽管如此，消费者在购买葡萄酒时仍需做出明智的选择，而葡萄酒标签上印制的信息在一定程度上有助于这一过程。因此，本文的主要目的是开发一个量表，用于衡量对适度饮酒相关健康益处的认知，并测试饮食习惯和非强制性葡萄酒标签信息对适度饮酒相关健康益处认知的影响。数据收集自参与一项关于适度饮酒对人体健康影响的跨学科实验的葡萄酒消费者样本。使用了单变量、双变量和多变量统计方法。消费者的社会人口特征被用作分析的起点，因为它们会影响葡萄酒消费。在预测对适度饮酒相关健康益处的认知方面，性别被确定为一个始终重要的变量。健康行为与性别一样是一个显著的预测因素，但在引入非强制性葡萄酒标签信息后，其在解释因变量方面的重要性有所降低。结果表明，消费者对适度饮酒程度的认知是一个单维结构。此外，葡萄酒标签上的非强制性信息被识别并归类为与葡萄酒相关的警告或与葡萄酒相关的健康益处。
