Investigating the determinants of conspicuous consumption in branded wine markets

Purpose This study investigates how winescape attributes and wine interests shape the conspicuous consumption of branded wine, focusing on the mediating roles of prestige sensitivity and sensory brand experience. Specifically, it addresses how experiential and interest-based factors translate into brand consciousness and conspicuous consumption behavior in the premium wine market. Design/methodology/approach Drawing on emotional and social identity perspectives, a conceptual model was developed and empirically evaluated using survey data from 212 branded wine consumers in Taiwan. Data were collected via wholesaler-affiliated networks and analyzed using Partial Least Squares Structural Equation Modeling. Findings The results showed that winescape attributes significantly enhanced prestige sensitivity and sensory brand experience, whereas wine interest positively influenced both prestige sensitivity and sensory experience. Sensory brand experience strengthens brand consciousness and conspicuous consumption, whereas prestige sensitivity directly drives conspicuous consumption but not brand consciousness. These findings clarify the distinct psychological pathways through which experiential and interest-related factors influence luxury wine consumption. Originality/value This study advances the understanding of conspicuous consumption in the wine context by integrating the winescape, sensory branding, and social identity mechanisms into a unified framework. These findings offer actionable insights for wineries seeking to leverage experiential design and sensory branding to enhance their prestige perception, brand consciousness, and competitive advantage in the premium wine market.