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Preferencias del consumidor por envases ecológicos alternativos: un experimento de campo sobre vino
Riccardo Vecchio1, Gerarda Caso1, Azzurra Annunziata2
1Department of Agricultural Studies, University of Naples Federico II, Italy.
Food research international (Ottawa, Ont.)
|February 7, 2026
Resumen
El envasado sostenible de vino en botellas de aluminio no afecta las preferencias del consumidor, pero se percibe como menos ecológico. Los consumidores más jóvenes pueden ser receptivos a un marketing adaptado para opciones sostenibles.
Conclusiones:
- Las botellas de aluminio por sí solas no mejoran la preferencia del consumidor por el vino, y es necesario abordar las percepciones sobre su respeto al medio ambiente.
- Las estrategias de marketing deben considerar la neofobia y los hábitos de consumo de los consumidores.
- Los consumidores más jóvenes, con menor consumo de vino y neofobia, representan un grupo objetivo para promover el envasado sostenible de vino a través de marketing adaptado.
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