IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v69y2022ics0969698922002107.html
   My bibliography  Save this article

Thinking outside the bottle: Effects of alternative wine packaging

Author

Listed:
  • Orlowski, Marissa
  • Lefebvre, Sarah
  • Back, Robin M.

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).

Suggested Citation

  • Orlowski, Marissa & Lefebvre, Sarah & Back, Robin M., 2022. "Thinking outside the bottle: Effects of alternative wine packaging," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    • Handle: RePEc:eee:joreco:v:69:y:2022:i:c:s0969698922002107
    DOI: 10.1016/j.jretconser.2022.103117
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698922002107
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2022.103117?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Aradhna Krishna & Maureen Morrin, 2008. "Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic Cues," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 807-818, October.
    2. Gorton, Matthew & Tocco, Barbara & Yeh, Ching-Hua & Hartmann, Monika, 2021. "What determines consumers' use of eco-labels? Taking a close look at label trust," Ecological Economics, Elsevier, vol. 189(C).
    3. Ethan Pancer & Lindsay McShane & Theodore J. Noseworthy, 2017. "Isolated Environmental Cues and Product Efficacy Penalties: The Color Green and Eco-labels," Journal of Business Ethics, Springer, vol. 143(1), pages 159-177, June.
    4. Cho, Yoon-Na & Baskin, Ernest, 2018. "It's a match when green meets healthy in sustainability labeling," Journal of Business Research, Elsevier, vol. 86(C), pages 119-129.
    5. Pelet, Jean-Éric & Durrieu, François & Lick, Erhard, 2020. "Label design of wines sold online: Effects of perceived authenticity on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    6. Pleyers, Gordy, 2021. "Shape congruence in product design: Impacts on automatically activated attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    7. Tian, Kelly Tepper & Bearden, William O & Hunter, Gary L, 2001. "Consumer's Need for Uniqueness: Scale Development and Validation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 50-66, June.
    8. Lick, Erhard & König, Bettina & Kpossa, Monyédodo Régis & Buller, Violetta, 2017. "Sensory expectations generated by colours of red wine labels," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 146-158.
    9. Manon Favier & Franck Celhay & Gaëlle Pantin-Sohier, 2019. "Is less more or a bore? Package design simplicity and brand perception: an application to Champagne," Post-Print hal-01963218, HAL.
    10. Bekkerman, Anton & Brester, Gary W., 2019. "Don't Judge a Wine by Its Closure: Price Premiums for Corks in the U.S. Wine Market," Journal of Wine Economics, Cambridge University Press, vol. 14(1), pages 3-25, February.
    11. Khan Md Raziuddin Taufique & Chamhuri Siwar & Basri Talib & Farah Hasan Sarah & Norshamliza Chamhuri, 2014. "Synthesis of Constructs for Modeling Consumers’ Understanding and Perception of Eco-Labels," Sustainability, MDPI, vol. 6(4), pages 1-25, April.
    12. Mukherjee, Ashesh & Hoyer, Wayne D, 2001. "The Effect of Novel Attributes on Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 462-472, December.
    13. Nikolaus Franke & Martin Schreier, 2008. "Product uniqueness as a driver of customer utility in mass customization," Marketing Letters, Springer, vol. 19(2), pages 93-107, June.
    14. Lefebvre, Sarah & Hasford, Jonathan & Boman, Laura, 2022. "Less light, better bite: How ambient lighting influences taste perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    15. MacDonald, Jasmine B. & Saliba, Anthony J. & Bruwer, Johan, 2013. "Wine choice and drivers of consumption explored in relation to generational cohorts and methodology," Journal of Retailing and Consumer Services, Elsevier, vol. 20(3), pages 349-357.
    16. van Esch, Patrick & Heller, Jonas & Northey, Gavin, 2019. "The effects of inner packaging color on the desirability of food," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 94-102.
    17. Jaud, David A. & Melnyk, Valentyna, 2020. "The effect of text-only versus text-and-image wine labels on liking, taste and purchase intentions. The mediating role of affective fluency," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    18. Donato, Carmela & Adıgüzel, Feray, 2022. "Visual complexity of eco-labels and product evaluations in online setting: Is simple always better?," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    19. Rao, Akshay R & Monroe, Kent B, 1988. "The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 253-264, September.
    20. Liu, Fu & Zhu, Zhenzhong & Chen, Haipeng (Allan) & Li, Xingbo, 2020. "Beauty in the eyes of its beholders: Effects of design novelty on consumer preference," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    21. Favier, Manon & Celhay, Franck & Pantin-Sohier, Gaëlle, 2019. "Is less more or a bore? Package design simplicity and brand perception: an application to Champagne," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 11-20.
    22. Ryan S. Elder & Aradhna Krishna, 2010. "The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 748-756, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Juan Manuel Madrid-Solórzano & Jorge Luis García-Alcaraz & Eduardo Martínez Cámara & Julio Blanco Fernández & Emilio Jiménez Macías, 2022. "Sustainable Industrial Sotol Production in Mexico—A Life Cycle Assessment," Agriculture, MDPI, vol. 12(12), pages 1-12, December.
    2. Park, Jihye & Li, Wenhan, 2023. "“I got it FIRST†: Antecedents of competitive consumption of a new product," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jaud, David A. & Melnyk, Valentyna, 2020. "The effect of text-only versus text-and-image wine labels on liking, taste and purchase intentions. The mediating role of affective fluency," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    2. Adilson Borges & Felipe Pantoja & Patricia Rossi & Amanda Yamim, 2020. "If I Touch It, I will Like It! The Role of Tactile Inputs on Gustatory Perceptions of Food Items," Post-Print hal-02507986, HAL.
    3. Pelet, Jean-Éric & Durrieu, François & Lick, Erhard, 2020. "Label design of wines sold online: Effects of perceived authenticity on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    4. Ouidade Sabri & Van Doan Hai & Faten Malek & Hager Bachouche, 2019. "When Is Transparent Packaging Beneficial?," Working Papers 2019-006, Department of Research, Ipag Business School.
    5. Yu, Junwei & Droulers, Olivier & Lacoste-Badie, Sophie, 2022. "Why display motion on packaging? The effect of implied motion on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    6. repec:hal:journl:hal-03512772 is not listed on IDEAS
    7. Sung, Billy & Crawford, Robert & Teah, Min & Stankovic, Michelle & Phau, Ian, 2020. "The “timber box†effect for premium wines," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    8. Pantoja, Felipe & Borges, Adilson & Rossi, Patricia & Yamim, Amanda Pruski, 2020. "If I touch it, I will like it! The role of tactile inputs on gustatory perceptions of food items," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    9. Baek, Eunsoo & Huang, Zhihong & Lee, Seojin Stacey, 2023. "Visual complexity = hedonic? Effects of visually complex packages on consumer perceptions and evaluations of products," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    10. Ma, Jianan & Li, Fangxuan (Sam), 2023. "Does ‘chicken soup for the soul’ on the product packaging work? The mediating role of perceived warmth and self-brand connection," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    11. Tan, Fuqiang & Li, Xi & Agarwal, Reeti & Joshi, Yatish & Yaqub, Muhammad Zafar, 2024. "Does multilingual packaging influence purchasing in retail segment? Evidence from multiple experiments," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    12. Haverila, Matti, 2011. "Mobile phone feature preferences, customer satisfaction and repurchase intent among male users," Australasian marketing journal, Elsevier, vol. 19(4), pages 238-246.
    13. Das, Gopal & Mukherjee, Amaradri & Smith, Ronn J., 2018. "The Perfect Fit: The Moderating Role of Selling Cues on Hedonic and Utilitarian Product Types," Journal of Retailing, Elsevier, vol. 94(2), pages 203-216.
    14. Sahi, Gurjeet Kaur & Devi, Rita & Gupta, Mahesh C. & Cheng, T.C.E., 2022. "Assessing co-creation based competitive advantage through consumers’ need for differentiation," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    15. Zheng, Chundong & Qian, Fangyuan & Song, Jiehang & Wang, Han, 2024. "Make the photo in good shape: The matching effect of photo shapes and donation appeals on donation intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    16. Diletta Acuti & Marta Pizzetti & Sara Dolnicar, 2022. "When sustainability backfires : A review on the unintended negative side-effects of product and service sustainability on consumer behavior," Post-Print hal-04381310, HAL.
    17. Chinchanachokchai, Sydney & Thontirawong, Pipat & Chinchanachokchai, Punjaporn, 2021. "A tale of two recommender systems: The moderating role of consumer expertise on artificial intelligence based product recommendations," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    18. Klucarova, Sona, 2024. "Everything they touch turns to gold: Disabled social media influencers and perceptions of product luxury," Journal of Business Research, Elsevier, vol. 182(C).
    19. Ryan S Elder & Ann E Schlosser & Morgan Poor & Lidan Xu & Darren DahlEditor & JoAndrea HoeggAssociate Editor, 2017. "So Close I Can Almost Sense It: The Interplay between Sensory Imagery and Psychological Distance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 877-894.
    20. Bublitz, Melissa G. & Peracchio, Laura A., 2015. "Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes," Journal of Business Research, Elsevier, vol. 68(12), pages 2484-2493.
    21. Siv Skard & Sveinung Jørgensen & Lars Jacob Tynes Pedersen, 2021. "When is Sustainability a Liability, and When Is It an Asset? Quality Inferences for Core and Peripheral Attributes," Journal of Business Ethics, Springer, vol. 173(1), pages 109-132, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:69:y:2022:i:c:s0969698922002107. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.