Consumer behavior revolves around individuals' ability to gather and assess all the visual information provided by the product in order to decide whether or not to purchase that product. Traditionally consumers' wine purchasing decisions have been viewed as a function of three variables: brand, region of origin, and price. However in the past decade, societies around the world have become more aware of their impacts on their surrounding environments and as a result a new kind of consumer has emerged. The eco-consumer, when given the choice, will prefer to use/consume a product that was produced with minimal or no effect on the environment. This thesis aims to explain individuals' wine purchasing decisions, and specifically examines whether consumers' wine choices are not just a function of brand, region of origin, and price, but are also influenced by an organic designation.