Determinants of Chinese consumers’ organic wine purchase

Abstract

Purpose This paper aims to examine the primary determinants of Chinese consumers’ attitudes and purchase intentions of imported organic wines. Design/methodology/approach This study used a multi-stage data collection via multiple sampling techniques. Data were collected from close to 2,000 Chinese wine drinkers across 33 provincial-level administrative units in China. The consumer data were subject to a two-step structural equation modeling analysis. Findings Chinese consumers express favorable attitudes and are interested in making a purchase. The results also reveal distinct influences of cognitive and emotional determinants on consumers’ positive attitudes and purchase intentions of organic wines. Health benefits and symbolic value positively influence consumers’ attitudes and purchase intentions. Emotional assessment of organic wines, despite exhibiting a positive effect on attitudes, does not drive Chinese consumers’ purchase decisions. Originality/value China has become a world leader in consuming wines, especially wines imported from traditional wine producing countries. The increasing health concerns have also prompted Chinese consumers toward favoring organic products. Despite the evident shift in Chinese consumers’ travel expenditure toward food and wines and the growing wine consumption while dining out, existing research is scant in explaining the decision drivers of Chinese consumers’ organic wine purchase. A greater and deeper understanding of Chinese consumers’ purchase decision of organic wines not only provides marketing intelligence for countries exporting wines to China but also is meaningful for international destinations to capture a lucrative market to support local attractions and hospitality businesses.