The change in consumption habits, the need for product differentiation and the transition to eco‐sustainable wine production have led to the adoption of alternative packaging solutions, moving beyond the traditional glass bottle. This study employs experimental auctions with a sample of 100 participants to assess consumer willingness to pay for both bag‐in‐box and traditional glass bottle packaging. Using statistical tests and regression analysis, we find that consumer preferences for wine packaging formats significantly influence purchasing decisions and perceptions of product quality. Notably, consumers show a lower willingness to pay for the same wine when packaged in a bag‐in‐box than a bottle, and taste does not influence the willingness to pay. Moreover, the preference for bottled wine seems to be socially influenced. This study enriches the understanding of consumer behaviour regarding packaging preferences and provides actionable insights for the wine industry, retailers, policymakers and consumers.
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