ABSTRACT
Aim of study: This study aims to analyse how psychological factors related to the Covid-19 lockdown affected the frequency of wine consumption among Iberian consumers. Area of study: To achieve this goal, we used data collected from an online survey in Europe comprising 4489 observations from Portuguese and Spanish samples. Material and methods: Using an ordered probit model, we analysed the wine consumption frequency as a function of a set of explanatory variables related to psychological factors, sociodemographic variables, consumption characterisation and channels of trade variables. Main results: The identification of the hedonic nature of wine consumption explains the increase in frequency, while the negative feelings associated with the lockdown and health concerns are not relevant, which implies a different effect on consumption than in the case of other disasters. Consumer loyalty before the lockdown and the role that technology has played in explaining the frequency of consumption in the form of apps, online purchasing and digital drinks opens up a new horizon in the study of consumer behaviour. Research highlights: Although econometrically different, the impact of the Covid-19 crisis tend to be felt similarly among the Iberian countries. The effects of psychological impacts related to feelings of Covid-19 of the lockdown does not show impact in wine consumption behaviour. The consumer background and behavioural attitude towards wine explain most changes in consumption patterns.