Information and involvement: the influence on the acceptance of innovative wine packaging

Abstract

PurposeThe purpose of this paper is to show that consumer education in the form of information can effectively overcome adoption barriers to new and innovative wine packaging. This effectiveness depends on both the degree in packaging innovation and the level of consumer involvement.Design/methodology/approachThe paper is based on an online experiment conducted with a sample of 427 German consumers to analyse the perception of consumers about innovative packaging. The experiment featured three different packaging options: bottles with screw-cap closures, bag-in-box and StackTek®. For each packaging form, a treatment group with additional information about the packaging and a reference group without this information were surveyed. ANOVA and t-tests were carried out to test the hypotheses. A moderated regression analysis was used to examine the effect of involvement in combination with information on intention to buy.FindingsThe results revealed that low-involvement consumers react positively to additional information about the benefits of a new packaging. For highly involved consumers, however, the effect of information is not significant. Furthermore, the analysis showed that low-involvement consumers mainly buy wine in supermarkets.Practical implicationsInformation about new packaging forms should be presented in places where low-involvement consumers buy wine, such as at supermarkets. These consumers can be influenced by the additional information about the innovative packaging.Originality/valueThe use of a moderated regression analysis in the context of wine packaging and involvement is a first and reveals new and valuable insights.