The Impact of Green Packaging on Wine Consumption: An Analysis of the Swedish Market

The aim of this thesis is to explore the impact of environmental friendly wine packages on wine consumption in Sweden. While there are many different factors influencing this issue,the overall focus of this thesis has been on the perception of the quality of ‘Green wine packaging’on behalf of the consumers.

A quantitative approach in form of an online survey was followed by an qualitative approach in form of semi-structured interviews. While the quantitative approach was the main approach, the qualitative approach was used for further interpretation. Despite a great environmental awareness and a great engagement in recycling activities in Sweden, the results of this study shows that consumer prefer wine in traditional glass bottles.

Quality is considered to be the most important element when purchasing wine and it appears that consumer perceive a low level of quality of wine in Green packages which in turn lowers their aesthetical and hedonic expectations. The quality of the wine appear also to be more important than the environmental issue.
Source: Stockholm University
Author: Alivandi Farsi, Maziar

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