Influence of Wine Health Benefit Knowledge and Prior Health Concerns on a Consumer's Willingness to Purchase Wine

With the substantial increase in demand for wine, enhanced knowledge of consumers' preferences for wine can help give wineries an opportunity to improve sales and bring in new marketing techniques. Over the past several years, the demand for functional food and beverages have increased, which is why promoting the beneficial aspects of red wine when consumed, can be a marketing tool that sets a winery apart from its competitors. This study used over 200 survey responses of individuals located throughout the U.S. in order to determine further information about wine health benefit knowledge in relation to the willingness of consumers to purchase wine from a functional standpoint. The majority of respondents listed that the effects of food/beverage intake on their health status was very important to them. Also, it was determined that there is no association between the health concerns of respondents on how important nutritional attributes are on their purchase decisions. The highest amount of respondents was calculated to have moderate wine health benefit knowledge and it was concluded that the willingness to purchase wine from a functional standpoint did not depend on the respondents wine knowledge levels.