A curious tale of wine labelling: how the colour of a wine label influences purchase intention

Figures & data

Table 1. Chronological overview of related studies on Wine type, label colour, emotion, and purchase intentions.

Author(s)/Year	Wine Type	Front Label/Back label	Label Colour	Involvement	Emotion	Purchase Intentions
Hollebeek et al. (2007)	Not specified	X	X	✓	X	X
Boudreaux and Palmer (2007)	Red	Front	✓	X	X	X
Mueller et al. (2010)	Red	Back	X	X	X	✓
Elliot and Barth (2012)	White	Front	✓ Traditional (e.g. black and grey) and non-traditional (e.g. lime green and pink)	X	X	X
Gmuer et al. (2015)	Red Wine	X	X	✓	✓ (Hedonics)	X
Bruwer et al. (2017)	Red and white	X	X	✓	X	X
Lick et al. (2017)	Red	Front	✓ White, yellow, orange, red, blue, and black	X	X	X
Celhay and Remaud (2018)	Red	Front	Yellow and white	X	X	X
Galati et al. (2018)	Red	Front	✓ Black, white, unicolour warm, multicolour warm, multicolour cold	X	X	X
Taylor et al. (2018)	Not specified	X	X	Y	X	X
Thach et al. (2020)	Red, White, Rose, Sparkling, Dessert & Fortified	X	X`	X	X	X
Pelet et al. (2020)	Not stated	Front	✓ Heraldic colours and vivid colours	X	✓ (Pleasure)	✓
Current study	Red and White	Back	✓ Black and white, and colour	✓	✓ (Curiosity)	Y

✓  =  examined in study X = not examined in study

Figure 1. Conceptual model.

Figure 2. Wine experimental stimuli used.

Figure 3. Wine type and wine label interaction on involvement.

Table 2. Moderated Serial Mediation Results.

Relationship	B	S.E.	T	P
Wine Type→Involvement	1.15	.44	2.58	.01
Label Colour→Involvement	.42	.20	2.08	.03
Wine Type x Label Colour→Involvement	-.59	.28	−2.10	.03
Wine Type→Curiosity	.25	.57	.43	.66
Label Colour→Curiosity	.46	.05	.80	.04
Wine Type x Label Colour→Curiosity	-.28	.36	-.79	.42
Involvement→Curiosity	.46	.05	8.06	.000
Wine Type→Purchase Intentions	.61	.51	1.18	.23
Label Colour→ Purchase Intentions	.16	.23	.67	.49
Wine Type x Label Colour→Purchase intentions	-.39	.34	−1.21	.22
Involvement	.34	.05	6.24	.000
Curiosity	.57	.04	14.16	.000
R^2 Purchase Intentions	.42

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