Country Image, Price and Consumption Situation: A Conceptual Model of Chinese Consumers' Wine Purchasing Intention

This study proposes a conceptual model of Chinese consumers' attitudes and intentions towards purchasing wine. It argues that country image (CI) affects consumer's evaluations of local or foreign wine, and consequently influences their purchasing intention towards local or foreign wine. Secondly, due to China's Mianzi culture - the importance of recognition and saving face, this paper proposes that price affects purchasing intention. Finally, the model posits that consumption situations, social or private use, moderate the relationships among Cl, price and purchasing intention. The paper concludes with managerial implications and possible future research streams.