Which wine do you enjoy? a systematic review of wine consumption behavior and decision making

uma revisão sistemática sobre o comportamento de consumo e decisão de vinho

Abstract

Wine consumption is associated with concepts such as tasting, celebration, culture and prestige, being a habit shaped by contemporary trends and the consumption experience, making the purchasing decision complex. Given the absence of a review dedicated to compiling existing studies, this study aims to map wine consumption and decision-making behavior, presenting a current overview of research and proposing an agenda of suggestions for future investigations. A systematic literature review was conducted together with bibliometric analysis, in the Web of Science and Scopus databases, without temporal delimitation. After applying filters and checking adherence to the objective, 34 final studies were analyzed using RStudio software and the Bibliometrix and Biblioshiny packages. An overview of the research, conceptual framework of the field, wine consumption and decision attributes, and an agenda for future research were presented. The results revealed the plurality of factors and variables that can be investigated in wine consumption and decision behavior, highlighting that these are specific to each region and often cannot be generalized.