Commentary: Gift Packaging in Duty‐free Markets – Environmentalism and Brand Equity

As the European Union issues Directives to standardize measures taken by individual member states to reduce environmental waste in the process of packaging, examines the marketing of branded spirits in European duty‐free situations in order to determine whether consumers face a conflict between purchasing on the basis of environmental issues or the “giftability” of the product. Found that customers were more motivated by price and brand loyalty than on packaging or green issues.