Thinking outside the bottle: Effects of alternative wine packaging

Marissa Orlowski, Sarah Lefebvre and Robin M. Back

Journal of Retailing and Consumer Services, 2022, vol. 69, issue C

Abstract: Packaging communicates intrinsic product attributes to consumers, which can influence consumer response and decision-making; however, little is known about the impact of non-traditional packaging formats. The current research aims to bridge this gap. Across five studies, we demonstrate that non-traditional packaging negatively influenced purchase intention of a complex product, wine, through product appeal and taste perceptions (Study 1A)/expectations (Studies 1B–4). We also demonstrate that the consumer response to non-traditional packaging is a function of individual differences (desire for unique products) and label attributes (eco-friendly labels).

Keywords: Packaging; Purchase intention; Taste perceptions; Product design; Need for uniqueness; Eco-friendly (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:69:y:2022:i:c:s0969698922002107

DOI: 10.1016/j.jretconser.2022.103117

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