Consumer preferences for alternative eco-packaging: A field experiment on wine

Area of Science:

• Food Science
• Consumer Behavior
• Sustainable Packaging

Background:

• The food packaging industry is evolving due to environmental concerns and consumer demands.
• The wine sector, especially in traditional markets like Italy, remains conservative regarding packaging innovations.
• Sustainable packaging is a growing area of interest, with aluminum bottles emerging as an alternative.

Purpose of the Study:

• To investigate consumer responses to sustainable packaging innovations in the wine sector.
• To assess the impact of aluminum bottles and sustainability prompts on consumer preferences for wine.
• To identify factors influencing the acceptance of novel wine packaging.

Main Methods:

• A between-subjects field experiment was conducted at a wine fair with 375 voluntary participants.
• Participants tasted red wine from either a control (glass bottle), aluminum bottle, or aluminum bottle with a sustainability prompt.
• Consumer preferences, perceptions of environmental friendliness, wine neophobia, consumption frequency, and willingness-to-pay were measured.

Main Results:

• Neither the aluminum bottle nor the sustainability prompt significantly impacted consumer preferences for wine.
• Italian regular wine drinkers perceived aluminum packaging as less environmentally friendly than traditional glass bottles.
• Wine neophobia correlated negatively with liking and purchase probability; higher consumption frequency inversely related to willingness-to-pay and purchase probability.

Conclusions:

• Aluminum bottles alone do not enhance consumer preference for wine, and perceptions of their environmental friendliness need addressing.
• Marketing strategies should consider consumer neophobia and consumption habits.
• Younger consumers, with lower wine consumption and neophobia, represent a target group for promoting sustainable wine packaging through tailored marketing.