Key factors driving higher purchase intention for blockchain-traced wines: implications for responsible consumer behaviour

Purpose This study aims to identify homogeneous consumer segments based on their intention to purchase blockchain-traced wines and to examine the perceptions, emotional responses and psychological, behavioural and socio-demographic factors driving stronger willingness to buy wines with verified origin and authenticity. Design/methodology/approach A machine learning approach was used to uncover complex, non-linear patterns that distinguish consumer segments with varying purchase intentions. Findings The results indicate that subjective norms, hedonic perceptions, trust and perceived value are key drivers of higher purchase intentions for tracked wines, with consumers who enjoy traceability, trust the technology, recognise its value and perceive social approval being more likely to exhibit stronger purchase intentions. Practical implications Consumers who are more responsive to social influence appear to exhibit stronger intentions to purchase traceable wine. From a marketing standpoint, this suggests that emphasising social dynamics can help to promote traceable wine while fostering perceptions of both functional and experiential value and reinforcing responsible consumption behaviours. By emphasising transparency, authenticity and the ethical production practices enabled by blockchain technology, marketers can not only strengthen consumer trust but also actively encourage more informed, conscious and responsible consumption choices. Originality/value While prior research in the wine sector has identified psychological and behavioural drivers of purchase intentions, how these factors interact to shape distinct consumer segments with different levels of purchase propensity remains insufficiently understood.