How Wine Information Seeking and Event Participation Impact Knowledge and Determines the Purchasing Behavior?

How knowledge impacts purchasing behavior is a matter of extensive investigation, but the research on the interplay between the self-reported wine knowledge and information seeking is scarce. Present research contributes to filling the gap within the understanding how self-reported wine knowledge and information seeking impacts wine purchase behavior. Based on the analysis of 1314 valid questionnaires administered to the participant of wine event “Essência do Vinho” held in Porto, Portugal between 23 and 26 of February 2023, partial least squares (PLS) path analytical technique was employed. We confirm that more knowledgeable consumers are less price sensitive and rely more on their knowledge and subsequent appreciation of place of origin of the wine at the moment of purchase. Meanwhile limited wine knowledge is a constraint in wine consumption, as it makes consumers more insecure in making their own choices and relying more on value for money appreciation, price and recommendation factors. We conclude that stimulation of information seeking and participation in the wine events is key in increasing wine expertise that impacts appreciation of the place of origin and subsequent willingness to pay. Thus, promoting awareness and expertise among consumers is the key to increasing competitiveness of the wine sector.