Wine consumers' willingness to adopt environmentally friendly packaging practices at tasting rooms: An ECHAID analysis. Issue 1 (24th September 2019)

• Record Type: Journal Article
• Authors: Kelley, Kathleen; Bruwer, Johan; Zelinskie, Jennifer; Gardner, Denise; Govindasamy, Ramu; Hyde, Jeffrey; Rickard, Bradley
• Is Part Of: British food journal. Volume 122:Issue 1(2020)
• Page Start: 309
• Page End: 327
• Publication Date: 2019-09-24
• Subjects: Segmentation -- Recycle -- Generation -- ECHAID -- Light-weight glass -- Tasting rooms; Food industry and trade -- Periodicals; Food -- Marketing -- Periodicals; Food adulteration and inspection -- Periodicals; Food -- Periodicals; 381.456413
• DOI: 10.1108/BFJ-04-2019-0229
• Languages: English
• ISSNs: 0007-070X

Abstract

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.