Effects of personality, motives, and socioeconomics on hard cider consumption

Abstract We used a survey to investigate the effects of personality, motives, and socioeconomics for drinking hard cider among 3,373 Norwegian respondents in 2023. Wine interest, cultural interest, having a high score on conspicuous attitude, or being female increased the predicted consumption frequencies of hard cider. Scoring high on the taste index, being a conscientious respondent, being older, higher educated, or believing religion is important reduced the predicted frequencies. The estimated effects were compared with the corresponding effects for red, white, and sparkling wines. Cultural interest and wine interest are the main motives for hard cider and all categories of wine.