TITLE:
Understanding Wine Consumption Behaviour in Lebanon Restaurants: The Role of Religiosity
AUTHORS:
Maya Daher
KEYWORDS:
Theory of Planned Behaviour, Perceived Risk, Attitude, Subjective Norms, Religiosity
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.14 No.12,
December
17,
2024
ABSTRACT: Numerous societies are impacted by the public health issue of wine consumption. Nevertheless, there is a dearth of research on the factors that influence the consumption of wine in developing societies. Consequently, the objective of our paper is to examine the influence of perceived risk, attitude, and Islamic religiosity on the behaviour of wine consumption in the Lebanese wine context. Data were collected from 591 wine consumers in Lebanon. A model was proposed that incorporates perceived risk, attitude, and religiosity variables in accordance with the Theory of Planned behaviour. We used the Partial lease square/structural equation modelling technique to analyse the data. The results suggested that the primary factors influencing wine consumption behaviour are perceived behavioural control, attitude, subjective norms, health risk, psychological risk, and social risk. It also revealed that religiosity plays a critical role in influencing wine consumption behaviour. Our results have significant implications for scholars and businesses.