채식동기가 비건와인 구매의도에 미치는 영향: 계획된 행동이론을 중심으로

This study was designed to explore how to form consumers’ intention to purchase vegan wine by applying the theory of planned behavior (TPB). In doing so, this study focused on consumers’ motives for a vegetarian diet that is categorized into four dimensions: animal welfare, ethical consumption, healthseeking, and environmental protection. These four-dimensional motives were expected to significantly improve consumers’ attitudes toward vegan wine. In addition, three precursors of behavioral intention within TPB were tested for their effects on vegan wine purchase intention. Results showed that among those four motives for a vegetarian diet, only two motives, “ethical consumption” and “health-seeking” significantly improved consumers’ attitude toward vegan wine. However, the other two motives, “animal welfare” and “environmental protection” were found to have no significant effect on attitude toward vegan wine. Among the three antecedents of behavior within TPB, only one factor, attitude, had a significant and positive effect on the intention to purchase vegan wine, while subjective norms and perceived behavioral control did not show such an effect. Our findings are useful for future studies to advance relevant knowledge and also develop effective marketing strategies for improving consumers’ intention to purchase vegan wine.