This study investigates the factors that influence intention to purchase premium foreign red wines in Spain. A model of intention to purchase premium foreign red wines is developed based on the Theory of Planned Behaviour. This model is specified as an ordered bivariate probit model and estimated by using data from a survey conducted on 200 consumers in a medium-sized Spanish town, Zaragoza, during November and December 2009. The results suggest that intention to purchase is affected not only by self-reported wine knowledge, but also by attitudes towards the purchase of premium foreign red wines and perceived behavioural control. Moreover, gender influences self-reported wine knowledge, followed by social occasions and emotional benefits.
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