Vol. 15 No. 1 (2026)
Original Research Article

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

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  • Hadi Farid,
  • Jon H. Hanf
Hadi Farid
Department of Wine & Beverage Business, Hochschule Geisenheim University, Von-Lade-Straße 1, D-65366 Geisenheim, Germany
Jon H. Hanf
Department of Wine & Beverage Business, Hochschule Geisenheim University, Von-Lade-Straße 1, D-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, J. H. (2026). Cross-Cultural Motivations for Non-Alcoholic Wine: Health, Halal, and Market Trends. Wine Economics and Policy, 15(1), 39–59. https://doi.org/10.36253/wep-18959

Copyright (c) 2026 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 examines cross-cultural motivations for non-alcoholic wine, focusing on how health and Halal-related attributes are cognitively translated into values and purchase intentions in Non-Muslim and Muslim-majority markets amid declining alcohol consumption. Design/methodology/approach: A sequential mixed-methods approach combines Means–End Chain (MEC) laddering interviews (n = 48) with PLS-SEM analysis of survey data (n = 350) across seven countries, integrating cultural, institutional, and behavioral perspectives within an a priori conceptual framework. Findings: In Muslim-majority contexts, Halal certification operates as a key institutional legitimacy cue linking product attributes to faith-based values, with brand trust mediating its effect on purchase intention. In Non-Muslim markets, health motivation and sensory acceptance dominate decision-making, while Halal certification shows no significant influence. Mediation results further indicate that health motivation partially transmits the effect of sensory acceptance on personal values. Originality: By embedding institutional legitimacy and cultural conditioning within MEC pathways, this study connects qualitative value structures with quantitative validation, addressing the fragmentation between health- and Halal-focused research streams. Research implications: Producers should adopt dual strategies, emphasizing health attributes in Non-Muslim markets and certified Halal legitimacy in Muslim-majority contexts.

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