Cross-cultural judgments of canned wine consumers in outdoor settings

Abstract

This study examines the perceptions of canned wine consumers in Italy, Switzerland, and the United Kingdom, highlighting how local norms and values influence consumer attitudes. As the global wine industry faces increasing pressure to mitigate its environmental impact, traditional glass bottles emerge as significant contributors to carbon emissions. Despite the advantages of more carbon-efficient alternatives, such as cans, their adoption remains limited. The study's findings illustrate stark contrasts in consumer perceptions across the three countries: Italian and Swiss participants often associate canned wine drinkers with negative traits such as being undisciplined, environmentally unfriendly, and lacking sophistication, reflecting entrenched views on wine consumption. In contrast, British respondents hold a more favorable view, attributing positive characteristics such as imagination and sociability to these consumers. These insights suggest that marketers must tailor their strategies to align with regional attitudes. In Italy and Switzerland, addressing biases and promoting the convenience and sustainability of canned wine is essential, whereas in the UK, efforts should focus on reinforcing already positive perceptions. Understanding these dynamics is crucial for wine marketers aiming to promote sustainable packaging options and encourage broader acceptance of alternative formats.

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