The relation between consumer green behavior, sustainable packaging, and brand image in the purchase of ecological wines

Abstract

This research work focuses on studying the relation between the consumer green behavior and sustainable packaging, taking the brand image into consideration: Do these elements impact the purchase intention for ecological wines? Nowadays, consumers show a high level of concern for the environment and the positive impact of the products in the market. Likewise, the consumer attitude significantly affects the intention of purchase and, thus, the selection of brands that follow the green trend. Therefore, more serious efforts are required in the implementation of eco-friendly packaging, as the package serves important functions that need to be considered. It includes various elements that play a crucial role, such as design and its purposes, the material, and the production process. On the other hand, sustainable practices are increasingly appreciated by different agri-food sectors, such as the wine industry. This industry is starting to provide a specific symbol for the products considered less detrimental to the environment, according to the sustainability criteria. Consumers usually consider the wine quality to be higher if sustainable practices are being used, even if the customers do not completely understand such practices. Within this framework, this research work becomes crucial to provide an academic support for the Latin-American region, as several of the studies focused on the relation between sustainable packaging and the purchase intention for ecological wines are based on developed countries.