Cheers to sustainability! The effect of warmth focus on the acceptance of sustainable paper-bottled alcoholic beverages

Recently introduced paper-bottled alcoholic beverages are an intriguing and potentially environmentally-friendly initiative. However, consumer’s acceptance of these products is still in doubt. This research aims to identify circumstances where the acceptance of paper-bottled alcoholic beverages is enhanced. Across three studies, we reveal that paper-bottled beers are preferred when congruent with the consumer’s warmth focus. Study 1 demonstrates that paper-bottled (vs. glass-bottled) beers are associated with warmth (vs. competence) and femininity (vs. masculinity) but are rated negatively in value and purchase intention. Studies 2 and 3 identify that shifting consumers’ focus to warm-related information can mitigate these negative evaluations. Specifically, Studies 2 and 3 demonstrate that when consumers focus on warmth-related (vs. competence-related) information, preference for paper-bottled (vs. glass-bottled) beers is enhanced due to the shared connotations of packaging with femininity (vs. masculinity). These findings contribute to the literature on sustainable packaging/products, gender stereotypes and social perception of brands. We also provide suggestions to brand managers in presenting sustainable alcohols in warmth-related scenarios.