Estudo meta-analítico sobre o comportamento do consumidor de vinho: uma análise dos antecedentes e moderadores

Abstract

The aim of this research is to investigate the main antecedent constructs and possible moderators of the intention to consume wine, based on the need to understand the psychological and cultural factors that influence consumer decisions in a competitive global market. The relevance of this research to the wine sector lies in providing insights for the formulation of more effective marketing strategies. Using a quantitative methodology, a meta-analysis is conducted covering 46 studies from 15 countries, which together total 71,280 samples. The inclusion criteria are based on thematic relevance and methodological rigor, and the statistical analysis uses advanced techniques of meta-regression and effect-size calculation. The results indicate that the attitude towards wine has the strongest correlation with the intention to consume, followed by positive emotions and subjective norms, with hedonic value being less influential. Cultural variables such as long-term orientation and indulgence, and socioeconomic and demographic moderators such as the Human Development Index (HDI) and gender, show significant variations in their impact. This study enriches the academic literature by providing a consolidated understanding of the predictors of wine consumption behavior and guiding marketing practices in the wine sector. However, it faces limitations regarding the inclusion of data from all primary studies and the exclusively quantitative approach that may restrict the generalization of the results. Future research is suggested to expand the geographical and cultural contexts studied, integrating qualitative methods for deeper analyses, and testing other moderating variables.