Rooted in the cognitive appraisal theory, this study investigates how Chinese consumers’ social trust and health consciousness influence their emotions toward the organic wine and subsequent purchase intentions. Findings clearly demonstrate that consumers’ general trust in various social institutions and health consciousness motive them to purchase organic wine both directly and indirectly through the prior impacts on positive emotions. This study further explores the moderating role of product familiarity on consumers’ reliance on cognitions/emotions when making the purchase decision. Findings suggest that consumers’ product familiarity which increased from direct experiences with the organic wine alters the associations between their cognitive/affective evaluations and their purchase intentions. High-familiar consumers show a shifted focus to the cognitive evaluations.