Health consciousness and self-congruity in natural wine consumption: evidence from Korean MZ generation women

Purpose This study examines psychological drivers of natural wine consumption among Korean MZ generation women (N = 217), focusing on health consciousness, self-congruity and conspicuous consumption. Design/methodology/approach Using structural equation modeling, we tested relationships among health/environmental consciousness, conspicuous consumption effects (bandwagon, snob and Veblen), self-congruity and behavioral intentions. Findings Health consciousness significantly influences the snob effect but not bandwagon or Veblen effects. Notably, environmental consciousness, as measured in this study, did not show significant effects on any variable. Originality/value This study uniquely reveals that identity alignment supersedes traditional status-seeking in natural wine consumption among Korean millennials and Gen Z. The non-significant role of environmental consciousness challenges Western-centric sustainable consumption models, suggesting that health consciousness may be more salient than environmental consciousness in this sample, though measurement limitations warrant caution.