The case of wine: understanding Chinese gift-giving behavior

This study develops our understanding of consumption in China in a gift-giving context and highlights the boundary conditions under which country of origin effects impact wine gift-giving behavior. Using the Theory of Planned Behavior (TPB) as the core premise and borrowing from the embeddedness literature within network theory, we gauge unique insights into Chinese gift-giving behavior. Using survey results from 617 Chinese consumers, product image and gift packaging had significant moderating effects on relationships that were previously assumed to be robust. Results also suggested that country-of-origin effects (China) and ethnocentrism significantly impacted the formation of purchase behavior toward wine as a gift.