Alcohol in paper bottles: How to get consumers to drink to sustainability

Du Zhuoran, Gemma Calvert, Monin Techawachirakul, and Abhishek Pathak

As companies incorporate sustainability into their marketing considerations, new research shows how sustainable packaging, if not carefully crafted, can negatively impact customers' evaluation of alcoholic beverages through the halo effect.

This paper discusses the mechanisms behind the negative halo effects of paper bottling on the perception of alcoholic beverages and strategies to counter them and is based on the article “Negative halo effects of sustainable packaging” (Techawachirakul et al, 2023).

From paper bagging to paper bottling?

In the face of increasingly urgent climatic and environmental issues, sustainable packaging is becoming a global consensus among commercial companies. About 75% of companies worldwide have made commitments to sustainable packaging (Feber et al, 2022). The 3Rs (reduce, reuse and recycle) are the basic strategies behind sustainable development. In the context of product packaging,...

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