A conceptualization of the perceptions and motivators that drive luxury wine consumption

Abstract

Purpose – Consumer perceptions and motivation for luxury consumption are extensively investigated in the existing literature, although studies have largely focused on branded products with not much attention given to luxury wine. The wine category is distinctive, and luxury wine consumption is notably different from other luxury products. Over the past 20 years, the luxury segment of the wine industry has experienced steady growth, yet understanding of consumer perceptions and motivation for luxury wine consumption is still underdeveloped. Using self-congruency theory, the purpose of this paper is to develop a conceptual framework of the perceptions of, and motivation for, luxury wine consumption. Design/methodology/approach – Using a scoping review approach, the current literature on luxury wine and luxury branded products is analyzed for existing gaps in understanding luxury wine consumption. Findings – The conceptualization of luxury wine along with the perceptions, motivators and indicators for wine consumption are currently underdeveloped. This paper proposes a conceptual framework for understanding what drives perceptions and motivators of luxury wine consumption. Originality/value – Emerging from a scoping review of extant literature, this paper proposes a conceptual framework for understanding consumers’ perceptions of luxury wine and motivations for consumption. This framework will enable a better understanding of the dynamics of luxury wine consumption.