The Moderating Effects of Overall and Organic Wine Knowledge on Consumer Behavioral Intention

@inproceedings{Kim2015TheME,
  title={The Moderating Effects of Overall and Organic Wine Knowledge on Consumer Behavioral Intention},
  author={Hyojin Kim and Mark Bonn},
  year={2015}
}
AbstractThis 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… CONTINUE READING