Predicting Wine Consumption Based on Previous ‘Drinking History’ and Associated Behaviours

Associative learning processes may be related to and shape consumers’ current consumption and preferences. Past consumption, experiences and behaviour with food and beverage products are likely to have an important role. Data were collected in order to predict current wine consumption based on past experiences. Longitudinal quantitative data (N=564) on past alcoholic beverage consumption behaviour (‘drinking history’) was collected retrospectively. Results of multiple linear regression analysis showed that previous ‘drinking history’ explained 40-70% of the variance in later wine consumption patterns and that red wine consumption is a more complex behaviour compared to white wine consumption. In addition, belief-evaluations towards intrinsic product characteristics are more likely to be drivers of red wine consumption (p<0.05), but not of white wine. Results indicated how past behaviour and experiences influence current behaviour, and identified possibilities for influencing specific wine consumption patterns.