Uncorking the psychological factors behind habits and NoLo wine preferences

Purpose: The consumption of no-and low-alcohol (NoLo) wines has emerged as a growing trend among Italian millennials, reflecting a shift towards healthier and more mindful drinking habits. This paper delves into the social factors driving this trend, employing the rational of habit theory to provide a comprehensive understanding of NoLo wines consumption as a social behaviour among Italian millennials. Design/methodology/approach: The research design comprises symmetrical and asymmetrical approach. The study employs Cluster and fsQCA to understand the granularities of NoLo wine consumption. Findings: The present study reveals that young adults are willingness to pay (WTP) more for NoLo wine in exchange of improved health benefits as a reward. The contrarian observation of relatively consumers with low average income exhibiting the high willingness to pay more for NoLo wine. Research limitations/implications: The sample is limited to Italy and skewed in terms of NoLo wine consumption. The participants were aware of NoLo wine but did not consume it in the past year. The study identified the paradoxical stance of low average family income group exhibiting more willingness-to-pay for de-alcoholised wine. Practical implications: Firstly, young adults are increasingly health-conscious, seeking alternatives to alcohol that promote well-being and reduce health risks associated with excessive alcohol consumption. Secondly, mindfulness practices have gained popularity among young adults for altering self-perception, leading to a preference for beverages that align with mindful consumption and stress reduction. NoLo wine offers a suitable alternative, providing a similar sensory experience without the intoxicating effects of alcohol. Social implications: Habit theory, pioneered by James (1890), posits that habits are formed through a three-stage process: cue, routine and reward. In the context of NoLo wine consumption, cues can include social gatherings, dining occasions or stress relief triggers. The routine involves the act of consuming NoLo wine, while the reward stems from the perceived benefits of this wine, such as reduced alcohol intake, improved health and social acceptance. The prevalence of NoLo wine consumption among Italian young adults can be attributed to a confluence of social factors. Originality/value: The paper attempts to evaluate the contrarian case using fsQCA and the conceptual configuration of necessary conditions, viz. self-perception, social norms and health-consciousness.