Title

Millennial Perceptions of Wine Packaging: A Focus on Alternative Options

Document Type

Conference Proceeding

Publication Date

4-4-2018

Publication Title

Western Decision Science Institute 2018 Conference

Abstract

Millennials have overtaken Baby Boomers as the most promising wine purchasing segment, and as such producers have begun manufacturing alternative packaging options to appeal to this group. This study will examine Millennial perceptions of alternative packaging options through the use of tasting experiments.

Keywords

Millennials, consumer behavior, wine, alternative packaging, purchase intention

Language

eng


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