Wine packaging, which is one of the largest CO2
emitting areas of the wine market, is undergoing significant
changes. Alternative packaging has appeared on the market and
is expected to gain ground in the near future, replacing the classic
glass bottles. The key research question is: how do different types
of packaging influence wine purchasing decisions and what
cognitive biases can be identified in the decision-making process?
The aim of this paper is to investigate two alternative packaging
formats, the pouch and the bag-in-box, from two perspectives:
sustainability and consumer behavior. To carry out the
sustainability analysis, we used data provided by a Hungarian
winery, with the help of which we determined the production
and transport emissions of pouch and bag-in-box. In addition to
presenting sustainability indicators, we aimed to assess the level
of resilience of these consumers in the wine market, using an
experiment. The results suggest that Hungarian participants are
resilient to use new alternative packaging types, but prefer bag-
in-box packaging to pouches, which can be considered the
novelty of the study.
