Wine Packaging between Tradition, Sustainability, and Innovation. Romanian Consumers’ Perceptions

Abstract

Wine packaging has evolved from a functional necessity into a strategic factor shaping consumer perceptions and purchase decisions. In addition to protection and logistics, packaging now conveys information, differentiates products, supports sustainability, and incorporates digital innovations. This study investigates Romanian consumers’ attitudes towards sustainable and innovative wine packaging, addressing a gap in national research. A quantitative online survey of 235 respondents was conducted, with descriptive analysis applied to assess perceptions and behaviours. Findings indicate that label information is the most important packaging attribute, followed by bottle and label design. Eco-friendly packaging is widely valued: 41.7% of consumers are willing to pay more, and nearly half would accept a 4–6% price increase. By contrast, technological innovations generated mixed reactions, with only 24.8% considering them very useful. Overall, the results reveal a dual orientation: consumers prioritize traditional packaging elements but show increasing openness to sustainability, while maintaining caution towards digital features. The study provides insights for producers and contributes to the academic understanding of consumer behaviour in the Romanian wine market.