Hold my beer! Consumer perceptions of innovative and sustainable secondary packaging

Cortney L. Norris · Marissa Orlowski · Scott Taylor

7 citations0/0 files storedInternational Journal of Wine Business Research

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Packaging Perceptions and Trends Environmental Sustainability in Business Consumer Retail Behavior Studies

Abstract

Purpose As a result of both shifting social concerns and stricter legislation, many companies are seeking innovative and sustainable solutions for both primary and secondary packaging. The craft beer industry has made the most notable advancements with a variety of alternatives to the traditional secondary packaging (e.g. plastic rings) used to link beer cans. Yet, despite the impact packaging has on consumer purchase behavior and the environment, secondary packaging has received far less attention in the literature. This study aims to understand consumer perceptions of craft beer secondary packaging on consumers’ willingness to buy via the underlying mechanisms of perceived packaging innovation and sustainability. Design/methodology/approach A single-factor between-subjects experiment with four conditions (secondary packaging format: Pak-Tech holder, Keel Clip holder, Glue-Pack holder, Biodegradable holder) was conducted with 354 participants to test the hypothesized serial mediation model. Findings The results demonstrate that none of the secondary packaging styles had a direct effect on willingness to buy, meaning that the package style alone does not influence a consumer’s purchase decisions. Critically, the results also revealed indirect effects; specifically, the Keel Clip and Glue-Pack six-pack can holders were perceived as more innovative than the Pak-Tech holder, which in turn positively influenced perceptions of packaging sustainability and subsequent willingness to buy. Originality/value The authors’ results extend the research on sustainable secondary packaging and aids craft breweries along with other beverage producers in making informed decisions as the push for sustainable packaging becomes more prominent.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 7 citations exist upstream.

References

2002A critical look at technological innovation typology and innovativeness terminology: a literature review 2015Sustainability‐oriented Innovation: A Systematic Review 2013Seeing the world through GREEN‐tinted glasses: Green consumption values and responses to environmentally friendly products 2004The Different Roles of Product Appearance in Consumer Choice *2008Holistic Package Design and Consumer Brand Impressions 2009SUSTAINABILITY INNOVATION CUBE — A FRAMEWORK TO EVALUATE SUSTAINABILITY-ORIENTED INNOVATIONS 2017Consumer response to packaging design: The role of packaging materials and graphics in sustainability perceptions and product evaluations 2006Consumer perceptions of product packaging

Cited by

2026German consumers’ intention to adopt reusable transport packaging in e-commerce: An extension of the theory of planned behavior

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.