Title of Paper

Drinking "Green": Determinants of Organic Wine Consumption in China

Presenter Bios (50 Words)

Christina Chi is an Associate Professor at the School of Hospitality Business Management in the Carson College of Business, Washington State University. Her area of research includes tourism marketing, travelers’ behaviors, and hospitality management. She is well published in top-tier tourism/hospitality journals such as Annals of Tourism Research, Journal of Travel Research, and Tourism Management.

Zhe Ouyang is a Ph.D. candidate at the School of Hospitality Business Management in the Carson College of Business, Washington State University. Prior to enrolling at WSU, she worked as a marketing analyst focusing on China outbound tourism and digital marketing. Her primary interests are consumer behaviors in transcultural encounters in tourism and hospitality context.

Lu Lu is an Assistant Professor of at the School of Sport, Tourism and Hospitality Management, Temple University. Her research interests include consumer behavior in consuming sustainable food and wines, and service management and marketing. Her research has been published in leading journals, such as International Journal of Hospitality Management, Tourism Management, Journal of Hospitality & Tourism Research.

Abstract (150 Words)

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.

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Drinking "Green": Determinants of Organic Wine Consumption in China

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.