How does innovation shape wine demand in China?

Abstract

This study examines the impact of multidimensional innovation on wine demand within the transforming Chinese market, which is shifting from status-driven gifting to a consumer-centric environment. Integrating the Theory of Planned Behavior (TPB) and the Diffusion of Innovations (DOI) theory, this research develops a framework to analyze how four distinct innovation dimensions – Technological, Process, Packaging, and Conceptual – influence purchase and recommendation intentions. Data from 2,016 Chinese consumers were analyzed using regression and mediation analysis. The findings reveal a clear hierarchy of influence: Packaging Innovation is the strongest driver, followed by Conceptual, Technological, and Process Innovation. Perceived Value is identified as a significant mediator, confirming its role as the central psychological mechanism translating innovation attributes into behavioral intentions. Furthermore, demographic factors significantly moderate these relationships, with female and older consumers emerging as key adoption segments, challenging conventional market assumptions. The study concludes that China represents a unique, digitally enabled, demand-pulled innovation paradigm, differing from both Old-World producer-led and New World institutionally-driven models. These findings provide wine marketers with actionable insights for segmented innovation strategies and resource allocation in this dynamic market.

References

1. Wang, Y. How Does Innovation Shape Wine Demand in China?. Recording of the presentation delivered at Enoforum Spain 2026, Zaragoza, 20–21 May 2026. Available at: https://www.youtube.com/watch?v=14u_tGo73Oc ; https://www.youtube.com/watch?v=Jc5hs1HP0rE