Abstract
This study attempts to offer new insights into the organic wine market by examining the relationship between consumer perceptions of organic wine attributes and behavioral intentions with their overall organic wine knowledge acting as the moderating variable. A self-administered online survey was conducted throughout the USA in 2011 and a total of 1362 useable responses were analyzed. Using hierarchical regression analysis, the results showed that factors associated with “trust” and “taste” affect consumer behavioral intentions. In particular, the “trust” factor, along with overall organic wine knowledge, had a significant influence on purchase intentions. Finally, the factor named “environment” was discovered to be an important predictor in consumer behavioral intentions when interacted with organic wine knowledge. These results and their implications for organic wine producers and marketers are discussed.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
