Despite the growing number of businesses producing organic wine, the image of organic wine is not satisfactory. While for food items like vegetables, dairy products, or meat, the organic logo on the packaging clearly indicates a benefit and added value to consumers, organic status in the case of wine serves at best as a reassuring additional benefit. No higher taste standard is associated with it; rather, consumers tend to associate organic wine with characteristics like sourness or less fruitiness. Thus, marketing organic wine proves to be challenging. Author Christine Weiss examines the consumer behavior of Austrian wine consumers to determine the influence of psychological determinants on their purchasing behavior regarding organic wine. Additionally, the differences in purchasing behavior between organic wine and other wines are considered.