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Original Research Article

Cross-Cultural Motivations for Non-Alcoholic Wine: Health, Halal, and Market Trends

(Just Accepted)
  • Hadi Farid,
  • Habil Jon Hanf
Hadi Farid
Department of Wine and Beverage Business, Hochschule Geisenheim University
Habil Jon Hanf
Department of Wine and Beverage Business, Hochschule Geisenheim University, 65366 Geisenheim, Germany
DOI: https://doi.org/10.36253/wep-18959

Published 2026-04-21

Keywords

  • non-alcoholic wine,
  • Health motivation,
  • Halal certification,
  • Cross-cultural marketing,
  • Brand trust,
  • Muslim markets
    • ...More
    Less

How to Cite

Farid, H., & Hanf, H. J. (2026). Cross-Cultural Motivations for Non-Alcoholic Wine: Health, Halal, and Market Trends. Wine Economics and Policy. https://doi.org/10.36253/wep-18959

Copyright (c) 2024 Hadi Farid, PROF. DR. HABIL. JON HANF

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Purpose: This paper explores cross-cultural motivations for non-alcoholic wine, highlighting health and Halal factors in secular and Muslim-majority markets amid declining alcohol trends.

Design/methodology/approach: A sequential mixed-methods approach combines MEC laddering interviews (n=48) with PLS-SEM analysis of survey data (n=350) from seven countries.

Findings: Muslim consumers value Halal certification for faith and belonging, while secular ones prioritize health and sensory appeal for wellness. Brand trust mediates intentions in both groups.

Originality: By integrating MEC with PLS-SEM, this study bridges qualitative insights and quantitative validation, extending theory to diverse cultural contexts.

Research limitations/implications: Limited to seven countries; future work could examine longitudinal adoption or urban-rural differences.

Practical implications: Producers should use dual-branding—health-focused for secular markets, Halal-certified for Muslim ones—to expand inclusively.

Social implications: Harmonized Halal standards could boost access for 1.9 billion Muslim consumers, promoting mindful drinking globally.

(Just Accepted)

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