“Green” wine packaging: targeting environmental consumers

Nelson Barber

159 citations0/0 files storedInternational Journal of Wine Business Research

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Environmental Sustainability in Business Wine Industry and Tourism Consumer Packaging Perceptions and Trends

Abstract

Purpose The purpose of this paper is to profile consumers who expressed an intention to pay more for environmentally friendly wine packaging and to elaborate marketing strategies that arise from this consumer profiling. Design/methodology/approach The population under study was the general adult population of the USA. The sample was randomly selected from a consumer database and provided a link to an anonymous on‐line survey. Reliability and factor analyses were performed to identify whether the measurement items reflected the constructs of attitudes, behavior, values, and intention to pay more. To determine significant differences,t‐tests on each construct were performed, along with stepwise discriminant analysis. Findings The results indicate that importance of being environmentally friendly, considering environmental issues when making a purchase, and collectivism were all very good predictors of consumers' intention to pay more for green wine packaging. Research limitations/implications The intention to purchase does not always translate into actual purchase behavior when consumers are confronted with a purchase situation. Practical implications This paper contributes to the understanding of environmental wine purchase intention by investigating relationships of consumer characteristics to environmental behavior. By segmenting consumers in this manner, it is possible to better understand the importance of environmentally friendly wine packaging, thus aiding wine producers, retailers, and packaging companies in directing their marketing and advertising efforts. Originality/value This paper examines the significance of personality variables in detail using measurement scales that consider customers' perceptions and intention to purchase.

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References

1997The Psychology of Attitudes 1994Are There Universal Aspects in the Structure and Contents of Human Values?2001Targeting consumers who are willing to pay more for environmentally friendly products 2006Sustainable Food Consumption: Exploring the Consumer “Attitude – Behavioral Intention” Gap 2003Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation 1991Tourism Planning: An Integrated and Sustainable Development Approach 2007Exploring consumer attitude and behaviour towards green practices in the lodging industry in India 2000Environmentally responsible purchase behaviour: a test of a consumer model

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