Wine imports are at an all-time high, and wine consumption is also growing steadily. As young people grow into the main consumers of high-end alcohol, wine consumption is increasing significantly, and convenience stores are putting wine on the shelves as a representative product rather than a bait product to catch consumers.
This research studied the impact of convenience store brand image and brand trust on wine purchase intention, focusing on the MZ generation in their 20s. Convenience store brand image was found to have a significant impact on brand trust. and Among brand images, symbolical image, economical image, and emotional image were found to have a significant impact on purchase intention of convenience store wine. Convenience store brand trust was found to have a significant effect on wine purchase intention. Convenience store brand trust was found to have no mediating effect between brand image and wine purchase intention. The results of this study are expected to be used as data to find positioning to encourage consumers in their 20s (MZ generation) to continue purchasing convenience store wine.