Bag-in-Box packaging for wine: An analysis on consumer perception in Belgium

This study examines the intricate relationship between consumer attitudes, wine consumption habits, and environmentally friendly packaging using Belgium as case study. It reveals a diverse range of demographic traits, including age, gender, and education, that influence wine consumption. Wine consumption habits range from occasional to frequent, driven by specific motivations. The balance between value and quality is influenced by price preferences and willingness to pay for wine. Bag-in-box wines are increasingly seen as a viable choice for sustainable packaging, reflecting customer preferences for cost, accessibility, and environmental friendliness. The study also reveals consumer attitudes regarding wine quality, pricing, and the connection between certain packaging materials and environmental impact. Strong support for conservation and recycling is evident among respondents, indicating a growing awareness of sustainable living. The study's assessment of sustainable packaging practices is particularly noteworthy, with respondents expressing a preference for environmentally friendly alternatives like light glass bottles, recyclable materials, and biodegradable packaging. The study was conducted on 100 wine consumers aged between 18 and 54, residing in Belgium, and the demographic profiles and consumer behaviours influencing wine preferences and attitudes were analysis examined. The majority of respondents were aged 25-44, with males comprising 56% of the sample. The majority had bachelor's degrees, with income ranging from €35,000 to €49,999. Bag-in-box wines were popular due to their affordability and eco-friendliness. Taste preferences, price considerations, and brand loyalty were also influenced by respondents. 66% of respondents emphasized flavor, while 46% considered price an important factor. Brand loyalty was rated somewhat important. Environmentally friendly behaviors and attitudes were influenced by recycling and conservation, while 76% favored environmentally conscious wine packaging practices. Affordability was a significant factor, with 86% believing they could afford wines across a range of prices. Convenience was also a significant factor, with 94% emphasizing its significance. The study highlights the importance of affordability, quality perceptions, convenience, and environmental impact in wine choices.