Non-personal and personal determinants of red wine purchase rather than other wines among Chinese consumers: modelling multilevel and cross-level interactions

Abstract

This study examines the impact of non-personal and personal factors, as well as their interactions, on Chinese consumers' likelihood to purchase red wine rather than rose or white wine. A hierarchical linear modelling (HLM) approach was used. Data were collected from 891 wine consumers belonging to 83 urban communities in China. Wine choice was predicted by wine label information, buying location, buying situation, region, income level, health- and nutrition-related attitudes, product involvement and self-schemas. Price did not influence wine choice directly; rather, it influenced choice only when consumers were in a positive emotional state at the time of purchase. Health- and nutrition-related beliefs are particularly influential when the wine is purchased for another person. Consumers' self-rated wine expertise directly influenced red wine choice, particularly when the wine was used to accompany meat (rather than fish) during a meal. Consumer self-schemas also directly influenced wine choice, particularly for consumers with higher income levels.