International Journal of Hospitality Beverage Management


This study developed a conceptual framework for understanding consumers’ behavioral intentions regarding the purchase of organic wine. Based on Schwartz’s values theory, using Stern’s nomenclature, in conjunction with social adaptation theory, altruism, and green signaling, we analyze the role of values in forming organic wine purchase intentions, the willingness to pay more to purchase organic wine, and the willingness to sacrifice quality to purchase organic wine. A self-report consumer survey, operationalized by structural equation modeling, revealed the significant influence of biospheric values on all three types of behavioral intentions. We could not establish significant support for altruistic values while egoistic values influenced only purchase intention with respect to organic wines. Consumers seem to care about personal health benefits and social status when they purchase organic wines. However, heavy wine drinkers tend to focus on the intrinsic attributes of wines rather than their extrinsic benefits. Numerous implications and takeaways are discussed.

Executive Summary

This study investigated facets that underlie green consumer behavior. In particular, three core environmental values—biospheric, altruistic, and egoistic—were analyzed in terms of their influence on behavioral intentions pertaining to organic wine. We studied three behavioral intentions: organic wine purchase intention, willingness to sacrifice quality for organic wine, and willingness to pay more for organic wine. In summary, we found that, in addition to an inherent concern for the environment, various status motives seem to elicit organic wine endorsement.

Digital Object Identifier (DOI)

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.