Thinking outside the bottle: Effects of alternative wine packaging |
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| Institution: | 1. Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Boulevard, Orlando, FL, 32819, USA;2. Department of Management, Marketing and Business Administration, Murray State University, 553C Business Building, Murray, KY, 42071, USA;1. University of Novi Sad, Faculty of Medicine, Department of Pharmacy, Hajduk Veljkova 3, 21000 Novi Sad, Serbia;2. Institute of Public Health of Vojvodina, Futo?ka 121, 21000 Novi Sad, Serbia;3. University of Novi Sad, Faculty of Medicine, Center for Medical and Pharmaceutical Investigations and Quality Control, Hajduk Veljkova 3, 21000 Novi Sad, Serbia;4. University of Novi Sad, Faculty of Medicine, Hajduk Veljkova 3, 21000 Novi Sad, Serbia;1. Departamento de Farmacia, Facultad de Farmacia, Universidad de Concepción, Concepción, Chile;2. Departamento de Análisis Instrumental, Facultad de Farmacia, Universidad de Concepción, Concepción, Chile;3. Unidad de Desarrollo Tecnológico, Universidad de Concepción, Coronel, Chile;4. Centro Nacional de Excelencia para la Industria de la Madera (CENAMAD), Pontificia Universidad Católica de Chile, Santiago, Chile;1. College of Food Science and Technology, Hunan Agricultural University, Changsha, 410128, China;2. Key Laboratory of Ministry of Education for Tea Science, College of Horticulture, Hunan Agricultural University, Changsha, 410128, China;3. College of Animal Science and Technology, Hunan Agricultural University, Changsha, 410128, China;4. National Research Center of Engineering Technology for Utilization of Botanical Functional Ingredients, Hunan Agricultural University, Changsha, 410128, China;5. Hunan Province Key Laboratory of Food Science and Biotechnology, Changsha, 410128, China;1. Collage of Food Science and Technology, Hebei Agricultural University, Baoding, China;2. Technical Center of Qinhuangdao Customs, Qinhuangdao, China;3. Key Laboratory of Wine Quality & Safety Testing of Hebei Provence, Qinhuangdao, China;4. School of Food Science and Technology, Jiangnan University, Wuxi, China;1. Tecnologico de Monterrey, Campus Guadalajara, Av. General Ramón Corona 2514, Zapopan, 45138, Jalisco, Mexico;2. Gdansk University of Technology, Department of Sanitary Engineering, Faculty of Civil and Environmental Engineering, 11/12 Narutowicza St, 80-233, Gdansk, Poland;3. Tecnologico de Monterrey, Campus Toluca, Av. Eduardo Monroy Cárdenas 2000 San Antonio Buenavista, 50110, Toluca de Lerdo, Mexico |
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| Abstract: | 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). |
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| Keywords: | Packaging Purchase intention Taste perceptions Product design Need for uniqueness Eco-friendly |
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