The role of behavioural antecedents in driving wine consumption in Taiwan restaurants

Taiwan is becoming increasingly important in the international wine scene, with restaurants still not representing pivotal distribution channels for wine. This study applied the Theory of Planned Behaviour (TPB) to understand the role of attitudes, subjective norms and perceived behavioural control as drivers or barriers in consuming wine in Taiwan restaurants. A survey by questionnaire was developed, involving 310 respondents from Taiwan. Structural Equation Models were applied to analyse data, test the validity of TPB and compare TPB with the Theory of Reasoned Action (TRA), hypothesizing no influence of perceived behavioural control on wine consumption in restaurants. Results highlight that TPB better predicts wine consumption in restaurants than TRA. Further, they highlight that people are more concerned about the opinion of others than their own attitude towards the product and the perceived control over the behaviour is the most important driver for the intention to consume wine in a restaurant, mainly linked to cultural reasons.