Country Image Drives Wine Choices for 298 Chinese Consumers, Study Finds

Wine consumption patterns are shifting globally, with Asia, and particularly China, emerging as a key market as European demand declines. Recent research from the School of Hotel and Tourism Management at The Hong Kong Polytechnic University sheds light on how Chinese consumers make decisions about imported wine, focusing on the influence of a wine’s country of origin.

The study, led by Ms. Yichen Zhou and Professor Lisa Gao, surveyed 298 Chinese consumers to understand how perceptions of a wine’s country of origin interact with brand image and perceived quality to shape purchase intentions. The researchers found that country-of-origin information plays a significant role in how Chinese consumers evaluate and choose imported wines.

Wine in China has long been associated with luxury and social status, often given as gifts to signal prestige. However, the market is evolving. As wine becomes more integrated into everyday dining and culinary experiences, Chinese consumers are showing greater sensitivity to price and quality. This shift means that while the prestige of foreign wines remains important, consumers are also weighing brand reputation and value.

The study used the stereotype content model to analyze how perceptions of a country’s warmth (friendliness, cooperation) and competence (capability, reliability) affect consumer attitudes. Germany was selected as an example of a country perceived as highly competent but less warm, while Greece represented high warmth but lower competence. Survey results showed that perceptions of both warmth and competence influenced how consumers viewed wine brands from those countries. High perceived competence led to higher expectations of quality, which increased purchase intention. Similarly, warmth contributed positively to brand perception and willingness to buy.

These findings have practical implications for wine marketers targeting China. Emphasizing positive attributes associated with a wine’s country of origin—such as tradition, expertise, or hospitality—can help brands stand out in a crowded market. For example, German wines might be marketed for their technical excellence, while Greek wines could highlight cultural richness and friendliness.

The research also suggests opportunities beyond retail sales. Wine-producing countries can leverage their reputations in tourism marketing by connecting local hospitality and winemaking traditions with positive national stereotypes. This approach could attract travelers interested in authentic experiences tied to food and drink.

Hospitality businesses in China, such as restaurants and hotels, can use country-of-origin cues to enhance their wine programs and create more appealing offerings for guests. Online platforms and social media provide additional channels for educating consumers about the stories behind different wines and their origins.

As China’s wine market continues to grow, understanding the factors that drive consumer choices will be crucial for producers and distributors worldwide. The study by Zhou and Gao highlights the importance of country image in shaping perceptions of quality and brand value among Chinese consumers. With global competition intensifying, effective communication about a wine’s origins may become a key strategy for success in this dynamic market.