Thinking outside the bottle: Effects of alternative wine packaging

Authors

Marissa Orlowski, University of Central Florida
Sarah Lefebvre, Murray State UniversityFollow
Robin M. Back, University of Central Florida

Document Type

Journal Article

Publication Date

8-19-2022

Publication Title

Journal of Retailing and Consumer Services

Department

Management, Marketing and Business Administration

College/School

Arthur J. Bauernfeind College of Business

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).

Comments

This is an accepted article published by Elsevier in Journal of Retailing and Consumer Services, available at https://doi.org/10.1016/j.jretconser.2022.103117

Recommended Citation

Orlowski, M., Lefebvre, S., & Back, R. M. (2022). Thinking outside the bottle: Effects of alternative wine packaging. Journal of Retailing and Consumer Services, 69, 103117.