Vinotherapy as an innovation ? impact on health attitudes


  • Małgorzata Rutkowska-Podołowska Wrocław University of Technology
  • Nina Szczygieł University of Aveiro
  • Grzegorz Podołowski Gestamp Wrocław Sp. z o.o.



vinotherapy, wine consumption, health attitudes, cardiovascular system, innovation


Evidence from research has not only excluded negative consequence of moderate wine consumption, but associated consumption of grapes and their components with a protective impact on health. Wine demonstrates anti-cancer, antioxidant and defensive results for the cardiovascular system. Not surprisingly, there is an interest in exploring a growing consumption of wine and turning it into innovative solutions with different approaches, making use of areas that have undergone significant transformations over last decades as a results of a global dynamical change which offer new consumption patterns seen now as driving forces for stagnating economies of the XXI century. This article builds on this perspective aiming to shed some light on wine consumption patterns, health attitudes and the perception and awareness of positive effect of a moderate consumption of wine on human health. The study was carried out between March and May 2013 as a self-administered questionnaire to visitors of liquor stores, wineries, wineries of the Lower Silesia region, Poland. Results demonstrate an interest in consumption of wine with opposite tendencies in opinions about the recommended about the recommended wine quantity of consumption. Some consciousness of health-related benefits and applications of wine show an increasing awareness in this matter.


Download data is not yet available.


Ajzen, I., & Fishbein, M. (1977). Attitude-behavior Relations: A Theoretical Analysis and Review of Empirical Research. Psychological Bulletin, 84(5). DOI:
Anderson, K., & Wittwer, I. (2015). Asia's Evolving Role in Global Wine Markets. China Economic Review, 35. DOI: .05.003.
Artero, A., Artero, A., Tarín, J. J., & Cano, A. (2015). The Impact of Moderate Wine Consumption on Health. Maturitas, 80. DOI: maturitas.2014.09.007.
Bruwer, J., Lesschaeve, I., & Campbell, B. (2012). Consumption Dynamics and Demographics of Canadian Wine Consumers: Retailing Insights from the Tasting Room Channel. Journal of Retailing and Consumer Services, 19. DOI:
Brzozowski, M., Kopczyński, J., & Przeniczka, J. (2001). Metody organizacji i zarządzania. Poznań: Wydawnictwo Akademii Ekonomicznej w Poznaniu.
Celotti, E., Ferranini, R., Zironi, R., & Conte, L. S. (1996). Resveratrol Content of Some Wines Obtained from Dried Valpolicella Grapes: Recioto and Amarone. Journal of Chromatography, 730(1). DOI:
Clement, M. V., Hirpara, J. L., Chawdhury, S. H., & Pervaiz, S. (1998). Chemopreventive Agent Resveratrol, a Natural Product Derived from Grapes, Triggers CD95 Signaling-dependent Apoptosis in Human Tumor Cells. Blood, 92(3).
Corey, S. M. (1937). Professed Attitudes and Actual Behavior. Journal of Educational Psychology, 28(4). DOI:
de Brentani, U. (2001). Innovative Versus Incremental New Business Services: Different Keys for Achieving Success. Journal of Product Innovation Management, 18. DOI:
EFPIA (2014). Health & Growth: Working Together for a Healthy Europe. A Vision Towards a Life Sciences Strategy for Europe. Brussels.
Gehm, B. D., McAndrews, J. M., Chien, P., & Jameson, J. L. (1997). Resveratrol, a Polyphenolic Compound Found in Grapes and Wine, Is an Agonist for the Estrogen Receptor. Proceedings of the National Academy of Sciences, USA. DOI:
Greenlund, K. J., Giles, W. H., Keenan, N. L., Croft, J. B., & Mensah, G. A. (2002). Physician Advice, Patient Actions, and Health-related Quality of Life in Secondary Prevention of Stroke Through Diet and Exercise. Stroke, 33(2).
Jang, M., Cai, L., Udeani, G. O., Slowing, K. V., Thomas, C. F., Beecher, C. W., Fong, H. H, Farnsworth, N. R, Kinghorn, A. D., Mehta, R. G., Moon, R. C., & Pezzuto, J. M. (1997). Cancer Chemopreventive Activity of Resveratrol, a Natural Product Derived from Grapes. Science, 275(5297). DOI:
Jong, J. P. J. D., Bruins, A., Dolfsma, W., & Meijaard, J. (2003). Innovation in Service Firms Explored: What, How and Why? Zoetermeer: EIM Business & Policy Research.
Kopp, P. (1998). Resveratrol, a Phytoestrogen Found in Red Wine. A Possible Explanation for the Conundrum of the ?French Paradox?? European Journal of Endocrinology, 138(6). DOI:
Kulmatycki, L. (1999). Co to jest szkoła promująca zdrowie? Lider, 12.
OECD (2005). Oslo Manual: Guidelines for Collecting and Interpreting Innovation Data. The Measurement of Scientific and Technological Activities. Paris: OECD Publishing. DOI:
Oke, A. (2007). Innovation Types and Innovation Management Practices in Service Companies. International Journal of Operations & Production Management, 27(6). DOI:
Ostrom, A. L., Bitner, M. J., Brown, S. W., Burkhard, K. A., Goul, M., Smith-Daniels, V., Demirkan, H., & Rabinovich, E. (2010). Moving Forward and Making a Difference: Research Priorities for the Science of Service. Journal of Service Research, 18(2). DOI:
Paschall, M., & Lipton, R. I. (2005). Wine Preference and Related Health Determinants in a U.S. National Sample of Young Adults. Drug and Alcohol Dependence, 78. DOI:
Resch, B. (2010). Winoterapia ? młodość i uroda z winogron. Retrieved from i_uroda_z_winogron (19.11.2010).
Rosenberg, M. J., & Hovland, C. I. (1960). Cognitive, Affective, and Behavioral Components of Attitudes. In C. I. Hovland & M. J. Rosenberg (Eds.). Attitude Organization and Change. New Haven: Yale University Press.
Salomon, J. A., Mathers, C. D., Chatterji, S., Sadana, R., Ustun, T. B., & Murray, Ch. J. L. (2003). Quantifying Individual Levels of Health: Definitions, Concepts and Measurements Issues. In Ch. J. L. Murray & D. B. Evans (Eds.). Health Systems Performance Assessment. Debates, Methods, Empiricism. Geneva: World Health Organization.
Soleas, G. J., Diamandis, E. P., & Goldberg, D. M. (1997). Resveratrol: A Molecule Whose Time Has Come? And Gone? Clinical Biochemistry, 30(2). DOI:
Song, D. Y, Song, S., Song, Y., & Lee, J. E. (2012). Alcohol Intake and Renal Cell Cancer Risk: A Meta Analysis. British Journal of Cancer, 106. DOI:
St. Leger, A. S., Cochrane, A. L., & Moore, F. (1979). Factors Associated with Cardiac Mortality in Developed Countries with Particular Reference to the Consumption of Wine. Lancet, 1. DOI:
Szaruga, M. (2010). Kształtowanie postaw prozdrowotnych w rodzinie. Retrieved from,20504,Artykuly,Ksztaltowanie-postaw-prozdrowotnych-w-rodzinie (6.12.2010).
Tellis, G. J., Eisingerich, A. B., Chandy, R. K., & Prabhu, J. C. (2008). Competing For the Future: Patterns in the Global Location of R&D Centers by the World's Largest Firms. ISBM Report 06-2008. University Park: Institute for the Study of Business Markets.
Troup, G. J., Hutton, D. R., Hewitt, D. G., & Hunter, C. R. (1994). Free Radicals in Red Wine, But Not in White? Free Radical Research, 20(1). DOI:
Vinotherapy (2015). Retrieved from (8.02.2016).
WHO (1946). Preamble to the Constitution of the World Health Organization as Adopted by the International Health Conference, New York, 19-22 June, 1946; Signed on 22 July 1946 by the Representatives of 61 States (Official Records of the World Health Organization, no. 2, p. 100) and Entered into Force on 7 April 1948.
Włudyka, B. (2010). Podróż do źródeł. Magazyn Wino, 3(45).




How to Cite

Rutkowska-Podołowska, M., Szczygieł, N., & Podołowski, G. (2016). Vinotherapy as an innovation ? impact on health attitudes. Oeconomia Copernicana, 7(4), 683–695.