Friday, 08 Dec, 2023




Willingness of Wine Consumers in Croatia to Buy Wine in Alternative Packaging

Journal of Supply Chain Management Systems

Volume 11 Issue 3

Published: 2022
Author(s) Name: Korina Deliaga, Andrea Baran, Marina Vukoje, Ivana Bolanca Mirkovic | Author(s) Affiliation: University of Zagreb Faculty of Graphic Arts, Zagreb, Croatia.
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Throughout history, as the production of wine has developed, wine has become more than just a drink, it has become a symbol of hedonism and enjoyment, power, and status. For these reasons, wine is associated with quality and special occasions, which means most consumers want to buy it in appropriate packaging. Most often it is glass packaging. It has been used for centuries as the main packaging for wine in which the wine matures and reaches the peak of quality. The connection between wine and glass bottles is engraved in culture. This research paper examined how customers of the Croatian market react to alternative packaging. The results of the survey showed that most respondents consider another packaging unsuitable for wine storage, which is the reason why 50% of the market buys wine exclusively in glass bottles. The rest of the market, on the other hand, has proven to be more open to other types of packaging. Furthermore, by informing the population about the adequacy of packaging, respondents who said they buy wine exclusively in glass bottles were willing to change their habits in as many as 60% of cases. The results of this survey can be a useful tool for Croatian winemakers when thinking about alternative wine packaging and can show insight about Croatian consumers buying decisions. But due to the fact that consumers and their habits, as well as the global market and lifestyle, are constantly changing, the consumers’ intention to buy a product won’t always be a clear measure for actual purchase behaviour.

Keywords: Sustainability, Packaging, Willingness to Buy, Wine, Bag-in-Box, Tetra Pak, PET Bottles, Croatia

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