Strategies for Revitalizing Domestic Wine in Korea: Wine Consumers' Perception of Wine and Subjective Health

Strategies for Revitalizing Domestic Wine in Korea: Wine Consumers' Perception of Wine and Subjective Health

Recently, wine clubs have been rapidly increasing, catering to a wide age range from young adults in their 20s and 30s to individuals in their 40s and 50s. These clubs play a significant role in satisfying intellectual curiosity by allowing members to explore the world of wine through theoretical learning and expert-led lectures. As the preferences of wine consumers become increasingly diverse and specialized, the wine and alcohol industry is also evolving. With rising income levels, various health-oriented products have been introduced, a trend that has not bypassed the domestic liquor industry. However, there is also a prevalent perception that alcohol negatively impacts health. Consequently, consumers are shifting their focus toward the quality and health benefits of wine rather than its quantity. Despite these opposing trends, there has been limited research on how they influence wine purchase intentions. Therefore, this study aims to investigate the impact of consumers' subjective perceptions of health and wine on their intention to purchase wine. By analyzing diverse data on the domestic wine industry, this study seeks to predict its future prospects. Furthermore, it explores consumer purchasing perceptions in the production and distribution of domestic wines, examining satisfaction levels and cost-effectiveness. This comprehensive approach intends to pave the way for sustainable corporate management across the primary, secondary, and tertiary sectors of the domestic wine industry.