Relationship Between Health Benefit Perception Moderate Wine Consumption, Wine Label and Healthy Behaviour.

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.