Consumer perception of wine bottle weight and its impact on sustainability

Abstract

In the context of sustainability, this study evaluated consumer perception regarding the impact of glass bottle weight on wine valuation. One of the key factors to address in oenology, from a more environmentally sustainable perspective and in alignment with the European Green Deal and integrated with the Sustainable Development Goals (SDGs), is the reduction of the carbon footprint [1]. Within the viticultural production process, the glass used in wine bottles is a significant contributor to CO₂ emissions [2]. Reducing the amount of glass in bottles is technologically feasible; however, the challenge lies in aligning this technological viability with consumer acceptance [3].

The research aimed to understand whether lighter bottles are associated with greater environmental benefits and how bottle weight influences consumer expectations of wine quality and price. An online survey was conducted with 232 participants, alongside an in-person tasting session involving 93 consumers.

The online questionnaire included a Likert scale to assess different statements related to sustainability and bottle weight, as well as bipolar linear scales with “Light Bottles” on one end and “Heavy Bottles” on the other [2][3]. In the in-person test, a realistic purchasing and consumption scenario was recreated by presenting consumers with an industrial-style shelf containing 80 nearly identical bottles—40 lightweight and 40 heavier. Their selections were analysed based on purchase intention, perceived price, and wine quality.

The results indicate that while consumers do not directly associate a lower glass weight with greater sustainability, heavier bottles are generally perceived as indicative of higher quality and price. Consumers were mostly “neither agree nor disagree” or only “somewhat agree” when asked whether lighter bottles were associated with greater sustainability, a higher environmental contribution, or the requirement for eco-labelling. A slight positive correlation was found between heavier bottles and the perception of more expensive, higher-quality wines. However, the in-person test revealed that these perceptions did not significantly influence purchase decisions or hedonic evaluations of the wine.

Overall, consumer perception of lighter wine bottles in relation to sustainability remains ambivalent. While heavier bottles are seen as a marker of premium wines, this perception does not necessarily translate into purchasing behaviour. The acceptance of lighter bottles may require additional marketing and communication strategies to help shift consumer attitudes and align perceptions with sustainable practices in the wine industry.

References

[1] Ministerio de Agricultura, Pesca y Alimentación. 2021.

[2] J. Soares et al. Packg. Technol. Sci. 35 (2022) 833-843.

[3] B. Piqueras-Fiszman, C. Spence. Food. Qual. And Pref. 25 (2012) 41-45.