Factors Influencing on Gen X Consumers’ Attitude and Purchase Intention of Wine Products in Sichuan, China

Yu Zhang

doi:10.14456/shserj.2025.15

Authors

Yu Zhang

DOI:

https://doi.org/10.14456/shserj.2025.15

CITATION

DOI: 10.14456/shserj.2025.15

Published: 2025-03-21

Keywords:

Quality Perception, Health Benefits, Emotional Assessment, Purchase Intention, Gen X

Abstract

Purpose: China has become a world leader in wine consumption, especially for wines imported from traditional wine-producing countries and domestically produced in China. This paper aims to evaluate the influence on wine Gen X consumers’ attitudes and purchase intentions in Sichuan, China. Research design, data, and methodology: This study was quantitative, and the researcher obtained data for analysis by distributing questionnaires to the target population. Judgment sampling, stratified random and convenience sampling are the methods researchers use to select and reach target samples. The index of Item–Objective Congruence (IOC), pilot test, Confirmatory Factor Analysis (CFA), and Structural Equation Model (SEM) were methods utilized to analyze the data and test the research hypotheses proposed. Result: The results showed that health benefits, emotional assessment, and attitude significantly influenced purchase intention. Outcome evaluation, emotional assessment, health benefits, and beliefs significantly influenced attitude. However, Quality perception showed no causal relationship with purchase intention. Conclusions: The findings make sense for international destinations to capture a lucrative market to support local attractions and hospitality industries. Wine enterprises and distributors should focus on customers’ health benefits, emotional assessment, beliefs, outcome evaluation of wine attitude, and purchasing intention.

Author Biography

Yu Zhang

Foreign Language Department, Sichuan University of Media and communications, China.

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