Wine consumers’ willingness to adopt environmentally friendly packaging practices at tasting rooms: An ECHAID analysis

Abstract

Purpose

The purpose of this paper is to investigate consumers’ wine preferences, recycling attitudes and behaviors and socio-demographic data in an effort to build market segment profiles of those willing to transport wine bottles back to winery tasting rooms to be recycled, interest in standard-weight glass-alternative packaging and, various cork-alternative bottle closures.

Design/methodology/approach

A two-stage online survey was administered to 714 wine consumers residing in the Mid-Atlantic region of the USA during two periods in March 2016. Exhaustive chi-square automatic interaction detector (ECHAID) decision tree predictive analysis was used to identify the market segments.

Findings

A majority of survey participants were willing to bring empty wine bottles to a winery for recycling (85 percent). Collectively, 77 percent of participants were members of just three of the eight segments developed using a decision tree predictive algorithm, with 90 percent of participants in these segments willing to bring empty wine bottles to a winery tasting room to be recycled. Two segments were comprised of Millennials and Generation X, and the third of Baby Boomers, two having a moderate to extreme interest in natural cork used to seal wine bottles, and similar.

Originality/value

An ECHAID classification tree method was used to develop eight consumer segments. Identifying characteristics that describe consumers likely to return empty wine bottles to a winery benefits recycling efforts and could possibly encourage additional sales.

Citation

Kelley, K., Bruwer, J., Zelinskie, J., Gardner, D., Govindasamy, R., Hyde, J. and Rickard, B. (2020), "Wine consumers’ willingness to adopt environmentally friendly packaging practices at tasting rooms: An ECHAID analysis", British Food Journal, Vol. 122 No. 1, pp. 309-327. https://doi.org/10.1108/BFJ-04-2019-0229