Predicting on Chinese Consumers’ Organic Wine Purchase Intention

Xueying Liu (Civil Aviation University of China, Tianjin, 300300, China)

Article ID: 2267



There is very little research on the perception and willingness of Chinese consumers to purchase organic wine.The research aims to understand the factors which influence Chinese consumers’ willingness on organic wine purchase. Based on the TRA and TPB, combine with SCT, a conceptual model is established to solve research problems.


Chinese consumer ;Organic wine ;Purchase intention ;TRA ;TPB ;SCT

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