China's rapidly expanding wealthy population has expressed a new desire for imported red wines. Using data collected in China's major red wine consumption region of Beijing, this study analyzes the impact of country of origin, price, wine age, and brand on consumer-derived utility and willingness to pay for red wines. Findings from a conditional logit model and a mixed logit model indicate that price remains the key factor in Chinese consumers' red wine choices. For gift purchases, consumers are willing to pay an additional $20 to move from a US wine to a French wine. For own consumption, French wines are preferable if their price is within a reasonable range of $13–20 above Chinese or US wines. Chinese consumers also strongly favor branded and matured red wines. China's rapid and sustainable economic growth and its stronger integration to the global economy have led to greater disposable income and the expanding consumer demand for luxury beverage of red wines.

While production and consumption of meat cast a shadow over the prospects for sustainable development, artificial meat may be the solution. However, consumer acceptability of artificial meat is a major impediment to its use as a suitable alternative. This study analyzed the relationship between regulatory focus and consumer acceptance of artificial meat using randomized controlled trial data. Results showed that promotion focus results in a higher acceptance of artificial meat products due to a higher perceived benefit and lower perceived risk, whereas prevention focus results in a lower acceptance of artificial meat products due to perceived benefit being lower and perceived risk being higher. The moderating effect of the message framing was investigated employing structural equation modeling (SEM). It was discovered that a gain-oriented message framing could greatly strengthen the association between promotion focus and perceived benefit, whereas an avoidance-oriented message framing could significantly diminish the relationship between prevention focus and perceived risk. This study has crucial implications for how policymakers and industries communicate with consumers about artificial meat.

China's wine market is increasingly driven by a demand for sustainability, influenced by diverse consumer behaviors and preferences. This study investigates sustainable wine preferences across self-consumption and gift-giving contexts in two western second-tier Chinese cities, using a choice experiment and Latent Class Model (LCM). Through a three-step analysis—evaluating the relative importance of attributes, marginal effects, and willingness to pay—we identify five distinct consumer segments based on two independent samples: “Price-Sensitive Consumers,” “Well-Known Area Followers,” and “China-Wine Enthusiasts” for self-consumption, and “Packaging Lovers” and “Organic Supporters” for gift-giving. Preference differences reveal distinct patterns relevant to sustainability. For instance, “China-Wine Enthusiasts” prefer local wines, supporting regional branding as a low-carbon option. “Organic Supporters” exhibit high WTP for organic labels, while “Packaging Lovers” favor delicate packaging, suggesting a need for more sustainable packaging alternatives. These findings highlight the importance of tailoring marketing strategies to consumer segments and consumption contexts within China's evolving wine market.