Consumer propensity to adopt non-alcoholic wine: a configurational analysis of motivations and consumption profiles

Purpose This study aims to examine the propensity of Spanish consumers to adopt non-alcoholic wine, identifying the personal characteristics and consumption habits that explain this behaviour. The authors analyse three key motivations – social trends, health and price – to determine which consumer profiles are associated with each driver. The objective is to understand how different combinations of antecedent conditions shape willingness to consume non-alcoholic wine, addressing gaps in the literature and supporting segmentation strategies in a growing non-alcoholic and low-alcohol (NoLo) market. Design/methodology/approach Using data from an online survey of 638 valid respondents, the authors apply fuzzy-set Qualitative Comparative Analysis (fsQCA) to identify multiple and asymmetric causal configurations leading to a high propensity to consume non-alcoholic wine. Five antecedent conditions are examined: age, gender, education, alcoholic beverage consumption and non-alcoholic beverage consumption. Three separate models are estimated, corresponding to the motivations of social trends, health and price. The configurational approach allows us to capture complexity, equifinality and causal asymmetry in consumer behaviour. Findings Results reveal differentiated consumer profiles depending on the dominant motivation. Younger consumers with moderate non-alcoholic beverage habits show high propensity driven by social trends. Health-related propensity emerges in configurations combining higher education, lower alcoholic consumption and moderate non-alcoholic consumption. Price-driven propensity is associated with younger consumers and higher levels of alcoholic consumption. No single antecedent is necessary or sufficient, confirming that multiple causal paths explain adoption of non-alcoholic wine. Research limitations/implications The study is based on self-reported survey data from Spanish consumers, which may limit generalisability to other markets. Future research could incorporate cross-country comparisons, experimental designs or sensory evaluations to complement configurational findings. The use of fsQCA demonstrates the value of complexity-based approaches in wine research and encourages further application of configurational methods to understand heterogeneous consumer behaviour in emerging NoLo categories. Practical implications The results provide practical guidance for wineries and marketers by linking each motivational driver to the consumer profiles identified in the analysis. Younger consumers with moderate non-alcoholic beverage habits show a high propensity driven by social trends, suggesting that communication strategies should reflect evolving consumption norms. Health-driven propensity is associated with highly educated consumers who report lower alcoholic consumption, indicating the relevance of health-oriented product information. Price-driven propensity is linked to younger consumers with higher alcoholic consumption, highlighting the need for competitive pricing strategies. These differentiated profiles support targeted segmentation in the growing NoLo category. Social implications Understanding motivations for consuming non-alcoholic wine supports public policies promoting healthier drinking habits and responsible consumption. Identifying profiles driven by health or price can inform initiatives aimed at reducing alcohol intake without compromising social participation. The findings highlight how changing social norms, especially among younger generations, may contribute to a cultural shift towards moderate or alcohol-free consumption patterns. Originality/value To the best of the authors’ knowledge, this study is among the first to apply fsQCA to the analysis of non-alcoholic wine consumption. It advances understanding of how personal characteristics and consumption habits interact to shape adoption, moving beyond linear models to a configurational perspective. By identifying multiple causal paths leading to high propensity, the research contributes novel theoretical and managerial insights to the wine business literature and responds to calls for deeper exploration of consumer profiles in the NoLo market.