The Gateway to Consumption Freedom Through a Communal Glass of Wine: South Korean Female Wine Consumers and Wine Consumption Community

Author: Kyuho Lee, Ph.D., et al.

Publication: International Journal of Wine Business Research

Publication Date: June 14, 2019

Abstract:
The results of the study suggest that wine can be a medium for emancipating women from traditional gender roles and social images of women embedded in South Korean society that call for women to sacrifice themselves for their families. In addition, the study’s findings suggest that Western wine marketers need to understand the power of wine consumption communities that are a unique consumption ritual among South Korean female wine consumers.

8.3.4