It is important to understand the drivers of green consumption, because of growing concern for the health of the planet. In this paper, the assumption that a virtue-green product relationship exists is tested. The objective is to understand how product morality (versus that of the person using...

Wine exports from Australia are expected to double within the next five years and much of this growth has been forecasted to occur in the traditionally non‐wine drinking countries of the Pacific Rim. This paper, based on lengthy interviews with importers, agents, and buyers for various retail...

The growth of wine sales in the Pacific Rim is receiving a large amount of attention. This study was designed to look more deeply into the actual purchase behaviour of middle class wine buyers in a selection of Singaporean supermarkets. Purchase behaviour was observed for 60 hours in a total of...

China׳s growing wine consumption is having a major effect on the global trade in wine. Growing awareness and consumption of grape-based wine in China has moved from a small number of very wealthy and often older buyers to an increasing number of younger, middle-class consumers. In this...

This paper summarises the main findings concerning consumer behaviour for wine published in academic journals in the last ten years and provides some suggestions about strategic research directions to take in the next few years. One major finding was that few new or novel findings are occurring...