Packaging is an important economic component of the wine industry. However, while glass bottles are the leading wine container globally, their production and handling entail severe problems in increased carbon footprint impact and waste and logistic management. As a result, the wine packaging industry has developed and commercialised several alternatives to glass bottles, including aluminium cans. However, despite producers' efforts in proposing alternative wine packaging, there are several barriers to their diffusion, especially in countries with a long tradition of wine consumption such as Italy, and it is still uncertain if and to what degree consumers would appreciate a wine in an aluminium can. This research investigates Italian wine consumers' preferences and willingness to pay for canned wine through a survey and the contingent valuation method. We collected data from 551 consumers regarding attitudes and preferences about their wine consumption, alternative packaging acceptance, and motivations for accepting and refusing to buy it. Only a minority of the respondents declared they would buy canned wine, while the majority would refuse for reasons related to low-quality perception and poor consideration of alternative wine packaging. The lack of knowledge is one of the main obstacles to the diffusion of canned wine. However, canned wines could address different groups of wine drinkers and consumption occasions, increasing the opportunities for winemakers, especially among non-regular consumers.

No more glass bottles? Canned wine and Italian consumers / G. Ruggeri, C. Mazzocchi, S. Corsi, B. Ranzenigo. - In: FOODS. - ISSN 2304-8158. - 11:1106(2022 Apr 12), pp. 1-13. [10.3390/foods11081106]

No more glass bottles? Canned wine and Italian consumers

G. Ruggeri
Primo
Writing – Original Draft Preparation
;
C. Mazzocchi
Secondo
;
S. Corsi
Penultimo
;
2022

Abstract

Packaging is an important economic component of the wine industry. However, while glass bottles are the leading wine container globally, their production and handling entail severe problems in increased carbon footprint impact and waste and logistic management. As a result, the wine packaging industry has developed and commercialised several alternatives to glass bottles, including aluminium cans. However, despite producers' efforts in proposing alternative wine packaging, there are several barriers to their diffusion, especially in countries with a long tradition of wine consumption such as Italy, and it is still uncertain if and to what degree consumers would appreciate a wine in an aluminium can. This research investigates Italian wine consumers' preferences and willingness to pay for canned wine through a survey and the contingent valuation method. We collected data from 551 consumers regarding attitudes and preferences about their wine consumption, alternative packaging acceptance, and motivations for accepting and refusing to buy it. Only a minority of the respondents declared they would buy canned wine, while the majority would refuse for reasons related to low-quality perception and poor consideration of alternative wine packaging. The lack of knowledge is one of the main obstacles to the diffusion of canned wine. However, canned wines could address different groups of wine drinkers and consumption occasions, increasing the opportunities for winemakers, especially among non-regular consumers.
No
English
alternative wine packaging; aluminium can; consumer preferences; contingent valuation; sustainable packaging; willingness to pay
Settore AGR/01 - Economia ed Estimo Rurale
Articolo
Esperti anonimi
Ricerca applicata
Pubblicazione scientifica
Goal 12: Responsible consumption and production
apr-2022
12-apr-2022
MDPI
11
1106
1
13
13
Pubblicato
Periodico con rilevanza internazionale
orcid
pubmed
crossref
datacite
Aderisco
info:eu-repo/semantics/article
No more glass bottles? Canned wine and Italian consumers / G. Ruggeri, C. Mazzocchi, S. Corsi, B. Ranzenigo. - In: FOODS. - ISSN 2304-8158. - 11:1106(2022 Apr 12), pp. 1-13. [10.3390/foods11081106]
open
Prodotti della ricerca::01 - Articolo su periodico
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262
Article (author)
si
G. Ruggeri, C. Mazzocchi, S. Corsi, B. Ranzenigo
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2434/926192
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