Abstract

Purpose: Korea is also one of the markets that is growing significantly in the wine market. Due to this influence, Korean mainstream franchises are also increasing the proportion of wine sales. This study aims to examine the sustainability of wine brands from the perspectives of environment, organic farming, and ecological protection, and to verify the influence of these factors on consumer attitudes and intimacy. Research design, data, and methodology: The data were collected from 306 wine purchasers aged 20 or older and analyzed with SPSS 25.0 and SmartPLS 4.1. A total of 311 questionnaires were collected, and 306 were used for analysis after excluding 5 incomplete questionnaires. Result: The findings showed that the environment, organic, and ecological protection positively influence intimacy. In addition, organic positive influences attitude, but the environment and ecological protection did not influence. Intimacy positively influences attitude and loyalty, and attitude also positively influence loyalty. Conclusions: First, this study explained consumers' perception of the sustainability of wine brands through self-identity theory. Second, wine brands need to develop wineries into eco-friendly regions. Third, marketing should focus on the environment of the winery region. Fourth, wine franchises need to market their wine brands' organic farming.