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This study researched the effects of natural wine’s selective attributes on perceived values and satisfaction. The subjects of the survey were limited to wine lovers who have completed one year of a specialized course on wine, representatives and employees of importers professionally handling wine, and reviewers of wine competitions. The survey was conducted from April 8 to May 4, 2022. The SPSS WIN 22.0 and AMOS 22 programs were used on the collected data to verify the hypothesis. As a result of the study, among natural wine’s selective attributes, sensory was found to have significant (+) effects on all hedonic, social, altruistic, and cost-based values; Price did not have a significant effect on all hedonic, social, altruistic, and cost-based values; health had significant effects (+) on social, altruistic, and cost-based values; recommendation had significant effects (+) on social value; place of origin had significant effects (+) on hedonic, altruistic, and cost-based values; additives had significant effects (+) on hedonic, altruistic, and cost-based values. While hedonic, social, and altruistic values had significant effects (+) on satisfaction, cost-based value did not show significant effects. This study examines the influential relationships between natural wine’s selective attributes and perceived values and satisfaction, which will likely make scholarly contributions to natural wine. As for practical implications, although the natural wine market is gradually increasing, natural wine market has not yet been generalized, so natural wine research was conducted targeting wine industry workers and wine experts. Although the population of this study is a study of wine industry workers and wine experts, it is considered a variable that can be applied to the general public in the future. The people who do it and the places where they buy it will also contribute to marketing utilization targeting general consumers. In addition, by determining which attributes of natural wine have a significant effect on consumers who have various values when choosing natural wine, promotions and events can be conducted according to the value of consumers, and natural wines suitable for customers can be recommended. information will be provided.
