Wine Consumer Studies: Current Status and Future Agendas

Background: As wine has become more than just a drink, exploring wine consumer studies provides a better understanding of various factors that shape the wine industry. Therefore, this paper aims to review and map the landscape of wine consumer literature using bibliometric analysis and systematic review. It identifies the key areas, clusters, antecedents, mediators, moderators, and outcomes to propose the framework for future research directions. Methods: This study adopts an integrative review approach: a bibliometric and systematic review. The data for this study were retrieved from the Scopus database. While the bibliometric analyses are conducted using VoSviewer software, a systematic review is conducted using a content analysis approach. Results: Four main topics in the extant wine consumer literature are identified: sustainability and wine, wine preferences and choice, wine consumer behavior, and wine consumer insights. The five critical areas of wine consumers’ literature recognized are decision-making, consumer preferences, consumer behavior, segmentation, and consumer involvement. This study also recognizes theoretical and methodological advancements in the wine consumer literature. Conclusions: The findings contribute to advancing knowledge development, identifying research gaps and shedding light on future research in the wine consumer domain. The results offer practical insight for wine industry stakeholders, researchers, and influencers.