The purpose of this study is to investigate the role of consumers’ perceptions of wine attributes, perceived wine expertise, and eco-friendly attitudes on their purchase intentions of organic wines. A structured survey with statements relating to perceptions of wine attributes, perceived wine expertise, eco-friendly attitudes, purchase intentions, and socio-demographics was distributed to wine consumers. Multiple regression analysis is used to investigate the relationship among consumers’ perceptions of organic wine attributes, perceived wine expertise, eco-friendly attitudes, and purchase intentions.