“Green” wine packaging: targeting environmental consumers

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 inte...

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