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Recent trends in the wine consumers' behaviour and need for effective marketing strategies

Special issue call for papers from British Food Journal

Guest Editors:

Antonino Galati
Department of Agricultural, Food and Forest Sciences, University of Palermo, Italy
[email protected]

Alfredo Coelho
Bordeaux Sciences Agro, France
[email protected]

Maria Crescimanno
Department of Agricultural, Food and Forest Sciences, University of Palermo, Italy
[email protected]

Amedeo Maizza
Department of Eonomics, Univerisity of Salento, Italy
[email protected]


This Special issue will present new and important insight on the wine consumers' attention to health food aspects and environmental problems which has become ever greater and the wine world didn't stay detached from this deep process of change. Consumers’ needs have become more and more complex and simultaneously has grown the need of wineries to know the unconscious dynamics that drive purchasing decisions. Submitted papers should focus on the analysis of consumers’ behaviour using innovative tools to complement traditional approaches, in order to provide useful insights for the academia and decision-makers in the wine industry.

Aims and Scope

The field of consumer studies applied to the wine industry attracts more and more researchers from economics through the use of a new conceptual approach and methodology emerging from the field of experimental economics. Today, indeed, understanding consumer behaviour requires more refined approaches, by considering sensorial, experiential, symbolic and hedonistic attributes (Schäufele et al., 2018; D’Amico et al., 2016; Combris et al., 2009). As Sellers-Rubio and Nicolau-Gonzalbez (2016) highlighted, consumer behaviour and the decision to purchase wines are not based solely on the characteristics of the product, but also on the influence that wine consumption has on health, the environment and on social considerations (Bresciani et al., 2016; Wiedmann et al., 2014; Forbes and DeSilva, 2012; Mann et al., 2012; Chrea et al., 2011; Mueller and Sznolki, 2010; Charters and Pettigrew, 2003). Under this new perspective, the aim of this SI is to provide useful insights for the academia and decision-makers in the wine industry. A more in-depth knowledge of wine consumption trends will provide useful information to better define the world wine market and to establish effective marketing strategies in relation to the reference consumer markets. Furthermore, articles to be includes in the special issue will provide a synthesis of the most recent conceptual and methodological approaches to the analysis of consumption and consumer behaviour (e.g. packaging and labelling, the willingness to pay for sustainable wines) with a significant interest for researchers and students.

We are seeking submissions that cover any of the following themes:
NB: The following topics are indicative and not exhaustive. Papers on other topics under the main theme are welcome.

  • Role of consumers’ perceived risk and/or involvement;
  • The role of incentives and/or asymmetric information;
  • Differentiation effects of quality labels on consumer demand;
  • New wine consumption patterns;
  • Factors influencing different consumer categories (young consumers, new consumers…)
  • Inter-generational effects on wine consumption;
  • Cross-cultural approaches on wine consumer behaviour;
  • Wine lovers communities and new communication tools;
  • Empirical studies addressing the ‘Person-Object-Situation’ paradigm;
  • Novel approaches to the study of consumers’ behaviour;
  • The role of niche products (biodynamic, vegan, wines without sulphites, etc.);
  • Alternative drinks;
  • Wine and social media marketing.


Submission deadline: 1 July 2019
Papers reviewed: 15 August 2019
Revised papers reviewed and accepted: 15 September 2019
Final versions of accepted papers delivered: 1st October 2019

Further guidance on submission:

All submissions to British Food Journal should be through ScholarOne Manuscripts. Registration and access are available at:

Author guidelines must be strictly followed. Please see:

Submitted articles must not have been previously published, nor should they be under consideration for publication anywhere else, while under review for this journal.

The Guest Editors will conduct an initial screening of submitted papers. Those judged suitable for the special issue will be sent to at least two independent referees for double blind peer review, after which submissions may be recommended for revisions and further review, acceptance or rejection.

Interested authors should select (from the drop-down menu) the special issue “Recent trends in the wine consumers' behaviour and need for effective marketing strategies” at the appropriate step in the submission process, i.e. in response to “Please select the issue you are submitting to”.


  1. Bresciani, S., Ferraris, A., Santoro, G. and  Nilsen, H.R. (2016). “Wine Sector: Companies' Performance and Green Economy as a Means of Societal Marketing”. Journal of Promotion Management. Vol. 22 Issue 2, pp. 251-267.
  2. Charters, S. and Pettigrew, S. (2003). “I like it but how do I know if it’s any good? Quality and preference in wine consumption”. Journal of Research for Consumers. Issue 5, pp. 1021-1027.
  3. Combris, P., Bazoche, P., Giraud-Héraud, E. and Issanchou, S. (2009).”Food choices: What do we learn from combining sensory and economic experiments?”. Food Quality and Preference. Vol. 20 Issue 8, pp. 550-557.
  4. D'Amico, M., Di Vita, G. and Monaco, L. (2016). “Exploring environmental consciousness and consumer preferences for organic wines without sulfites”. Journal of Cleaner Production. Vol.120. pp. 64-71.
  5. Forbes, L., Cohen, D.A., Cullen, R., Wratten, S.D. and Fountain, J. (2009). “Consumer attitudes regarding environmentally sustainable wine: An exploratory study of the New Zealand marketplace”. Journal of Cleaner Production. Vol. 17 Issue 13, pp. 1195-1199.
  6. Mann, S., Ferjani, A. and Reissig, L. (2012). “What matters to consumers of organic wine?”, British Food Journal. Vol. 114 Issue 2, pp. 272-284.
  7. Mueller, S., Locksin, L., Saltman, Y. and Blanford, J. (2010). “Message on a bottle: The relative influence of wine back label information on wine choice”. Food Quality and Preferences. Vol. 21 Issue 1. pp. 22-32.
  8. Schäufele, I., Pashkova, D. and Hamm, U. (2018). “Which consumers opt for organic wine and why? An analysis of the attitude-behaviour link”. British Food Journal. Vol. 120 Issue 8. pp. 1901-1914.
  9. Sellers-Rubio, R. and Nicolau-Gonzalbez, J.L. (2016). “Estimating the willingness to pay for a sustainable wine using a heckit model”. Wine Economics and Policy. Vol. 5 Issue 2. pp. 96-104.
  10. Wiedmann, K.P., Hennigs, N., Henrik Behrens, S. and Klarmann, C. (2014). “Tasting green: an experimental design for investigating consumer perception of organic wine”. British Food Journal. Vol. 116 Issue 2, pp. 197-211.