Journal of Retailing and Consumer Services
Management, Marketing and Business Administration
Arthur J. Bauernfeind College of Business
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).
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.