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Abstract
This study attempts to offer new insights into the organic wine market by examining the relationship between consumer perceptions of organic wine attributes and behavioral intentions with their overall organic wine knowledge acting as the moderating variable. A self-administered online survey was conducted throughout the USA in 2011 and a total of 1362 useable responses were analyzed. Using hierarchical regression analysis, the results showed that factors associated with “trust” and “taste” affect consumer behavioral intentions. In particular, the “trust” factor, along with overall organic wine knowledge, had a significant influence on purchase intentions. Finally, the factor named “environment” was discovered to be an important predictor in consumer behavioral intentions when interacted with organic wine knowledge. These results and their implications for organic wine producers and marketers are discussed.