Drinking “Green”: What Drives Organic Wine Consumption in an Emerging Wine Market

Abstract

The global fever for wine demands concerted endeavors for understanding determinants of wine consumers’ purchase decisions. Applying the cognitive appraisal theory, this study aims to identify factors that motivate Chinese consumers to purchase organic wines by incorporating consumers’ values (i.e., health consciousness), cognitive evaluations (i.e., social trust), and affective references (i.e., positive emotion) into the conceptual model. Moreover, the moderating effect of product familiarity on the conceptual model is examined. A multistage data collection via multiple sample techniques was employed. A total of 1,745 responses were collected in a 2-year duration from all 33 Provincial Level Administrative Units in China. The findings confirm the significant role of the three antecedents on consumers’ purchase intention of organic wines, regardless of their product familiarity level. It is also found that the relative importance of the three antecedents to consumers’ purchase intention show different patterns for consumers with varying levels of product familiarity. Implications of the study are drawn based on the study findings.

Consumer attitude and behavioural intention towards organic wine: the roles of consumer values and involvement

“…This study aims to get in touch with regular consumers and self-reported wine lovers with a certain level of involvement in wine. For recruiting regular consumers, similar to previous research, the survey questionnaire was sent through social networks to recruit participants (Chi et al. , 2021; Lu et al.…”

“…This study aims to get in touch with regular consumers and self-reported wine lovers with a certain level of involvement in wine. For recruiting regular consumers, similar to previous research, the survey questionnaire was sent through social networks to recruit participants (Chi et al, 2021;Lu et al, 2019). The survey invitation was posted on WeChat (one of the most widely used social media and messaging tools in China), Weibo (one of the most popular microblogging and social media platforms), and Douban (an online community focussing on user-generated content of shared interests and hobbies).…”

“…After experiencing seventeen years of consistent growth, the global share of organic vineyards reached 7.85% in 2021 (Statista, 2023a). Global organic wine consumption (in bottles) nearly doubled between 2012 and 2017 (Chi et al, 2021). Despite the declining consumption trend shown in the non-organic sector, the global market of organic wines has been growing by 5% CAGR in volume from 2017 to 2022.…”

“…After experiencing seventeen years of consistent growth, the global share of organic vineyards reached 7.85% in 2021 (Statista, 2023a). Global organic wine consumption (in bottles) nearly doubled between 2012 and 2017 (Chi et al. , 2021).…”

Toddy trends and the organic conundrum: a closer look at consumer behaviour with decision tree

“…Notably, consumers are exhibiting a heightened awareness of health considerations and are progressively gravitating towards the consumption of organic food, contributing to the global growth of the organic food market (Eyinade et al ., 2021). This discernible trend is not confined to food alone; it also manifests in the realm of alcohol consumption patterns (Chi et al ., 2021). Over the past decade, the demand for organic wine has significantly increased (Di Vita et al ., 2019; Schäufele and Hamm, 2017).…”