Exploring the hierarchy of motivations in the wine purchase behavior of Chinese young wine consumers

Purpose This paper aims to explore the hierarchy of motivations behind Chinese young wine consumers’ wine-purchasing behavior. Design/methodology/approach This study used a random and snowball sampling technique to collect data from Chinese young wine consumers. Ultimately, 840 participants were included, representing diverse geographic regions across China. The gathered data was analyzed to explore wine customer behavior using SPSS and AMOS. Findings The hierarchical structure of motivations guiding young consumers’ wine consumption becomes apparent when analyzed across ascending levels: from considerations of health benefits and emotional assessments to social interactions and status symbols. These factors wield significant influence over the purchase of wines among Chinese young wine consumers. Moreover, these consumption motivations notably impact consumption behavior by mediating through consumption intentions. Originality/value This study integrates the theory of planned behavior with Maslow’s hierarchy of needs, systematically identifying four primary motivations that hierarchically influence wine consumption among Chinese young wine consumers. It empirically validates the relationships between motivations, intentions and behaviors, underscoring intentions as a mediating factor linking motivations and behaviors.