Measuring the effect of product and environmental messaging attributes on alternative wine packaging choices

Abstract

Traditional glass bottles are the wine industry's major source of carbon emissions. Those wishing to reduce the carbon footprint embedded in wine have been looking to alternative packaging, such as PET, aluminium cans, and bag-in-box (BIB) to mitigate the impact. However, these alternative formats pose challenges with consumer acceptance and knowledge of the eco-benefits of each format. This paper uses a discrete choice experiment and latent class analysis to investigate the possible effects of message content and style (abstract vs concrete) on wine purchase in the context of brand size, brand prestige, and pricing. The analysis reveals the presence of two customer segments, which highly emphasise the pack format. Of the four non-glass packs tested, BIB and flat glass lookalike PET bottles score the highest preference after glass bottles. Message content and appeal type score low in their ability to alter preferences, whilst mid-to-low prices increase the chances of alternative packaging to be chosen.