Received:
2025-09-15 | Accepted:
2025-12-30 | Published:
2026-03-30
Title
Towards more sustainable product design through consumer experience
Abstract
It is known from various studies that the choice of the drinkware could deeply affect consumer perception during beverage consumption. In our previous study we have demonstrated that there are a lot of differences in the ratings of taste, palatability bitterness and saturation were noted depending on the type of vessel in which beer was served. This study continues our previous research and expands it even further. In this study we test four different types of beer – each one with a different essence content. This is to determine whether glassware type affects customer experience from drinking each type of beer. Four types of beer purchased from different producers were used for the research. Beer samples for evaluation were served in beer mugs with a classic design and solid construction, tall glasses (wheatbeerglasses) with a characteristic elongated shape, and beer goblets (also called tulip glass), distinguished by a short stem and a very large bowl that tapers towards the top. The experimental results showed how the characteristics of a glass could affect beverage bouquet and flavour, and suggest that their rational optimization, based on experimental data, could enhance the consumer enjoyment of it. Taking into account the above studies, certain conclusions can be drawn regarding the research we conducted. Light beer with an essence content 12% served in a tulip glass has been assessed worse in every single tested trait. Odour, taste, saturation, palatability, bitterness and general quality index (GQI) have been perceived worst when the beer was served in tulip glass. It seems that tulip glass is particularly unsuitable for this type of beer. Moreover, sustainability considerations are becoming increasingly relevant in this context. Understanding the interactions between the drink and its container may foster more deliberate and responsible purchasing behavior. The above-mentioned factors also affect the consumer experience that can be created by combining a drink with the right glass.
Keywords
beer quality, glass quality, sensory evaluation, sustainability, design, glass-beverage interactions, consumer experience
JEL classifications
L15
, L61
, L66
URI
http://jssidoi.org/jesi/article/1396
DOI
Pages
131-142
Funding
This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License
References
Bin Ali, A., Liem, A., & Isa, S. S. (2025). Meaning-Making in Design Process: The Analytical Meaning-Making Behind Industrial Designers’ Design Activities. The International Journal of Design Management and Professional Practice, 19(2), 83–114. https://doi.org/10.18848/2325-162X/CGP/v19i02/83-114
Search via ReFindit
Blackmore, H., Hidrio, C., & Yeomans, M. R. (2022). How sensory and hedonic expectations shape perceived properties of regular and non-alcoholic beer. Food Quality and Preference, 99, 104562. https://doi.org/10.1016/j.foodqual.2022.104562
Search via ReFindit
Borsci, S., Federici, S., Bacci, S., Gnaldi, M., & Bartolucci, F. (2015). Assessing User Satisfaction in the Era of User Experience: Comparison of the SUS, UMUX, and UMUX-LITE as a Function of Product Experience. International Journal of Human-Computer Interaction, 31(8), 484–495. https://doi.org/10.1080/10447318.2015.1064648
Search via ReFindit
Casales-Garcia, V., Gonzalez-Abril, L., Veflen, N., & Velasco, C. (2023). Assessing the influence of colour and glass type on beer expectations. Food Quality and Preference, 103, 104701. https://doi.org/10.1016/j.foodqual.2022.104701
Search via ReFindit
Chien, C.-F., Kerh, R., Lin, K.-Y., & Yu, A. P.-I. (2016). Data-driven innovation to capture user-experience product design: An empirical study for notebook visual aesthetics design. Computers & Industrial Engineering, 99, 162–173. https://doi.org/10.1016/j.cie.2016.07.006
Search via ReFindit
Cliff, M. A. (2001). Influence of Wine Glass Shape on Perceived Aroma and Colour Intensity in Wines. Journal of Wine Research, 12(1), 39–46. https://doi.org/10.1080/09571260120069741
Search via ReFindit
Dubis, D., & Baran, J. (2025). Sensory marketing: The influence of glass shape on the perception of beer by the consumers. Entrepreneurship and Sustainability Issues, 13(1), 142–154. https://doi.org/10.9770/j4355254776
Search via ReFindit
Elzinga, K. G., Tremblay, C. H., & Tremblay, V. J. (2015). Craft Beer in the United States: History, Numbers, and Geography. Journal of Wine Economics, 10(3), 242–274. https://doi.org/10.1017/jwe.2015.22
Search via ReFindit
Gonzalez Viejo, C., Fuentes, S., De Anda-Lobo, I. C., & Hernandez-Brenes, C. (2022). Remote sensory assessment of beer quality based on visual perception of foamability and biometrics compared to standard emotional responses from affective images. Food Research International, 156, 111341. https://doi.org/10.1016/j.foodres.2022.111341
Search via ReFindit
Hernández-Mora, Y. N., Verde-Calvo, J. R., Malpica-Sánchez, F. P., & Escalona-Buendía, H. B. (2022). Consumer Studies: Beyond Acceptability—A Case Study with Beer. Beverages, 8(4), 80. https://doi.org/10.3390/beverages8040080
Search via ReFindit
Langfield, T., Pechey, R., Pilling, M. A., & Marteau, T. M. (2022). Glassware design and drinking behaviours: A review of impact and mechanisms using a new typology of drinking behaviours. Health Psychology Review, 16(1), 81–103. https://doi.org/10.1080/17437199.2020.1842230
Search via ReFindit
Lewis, J. R., & Sauro, J. (2021). Usability and User Experience: Design and Evaluation. W G. Salvendy & W. Karwowski (Red.), Handbook of Human Factors and Ergonomics (1. wyd., s. 972–1015). Wiley. https://doi.org/10.1002/9781119636113.ch38
Search via ReFindit
Li, J., Cao, H., Lin, L., Hou, Y., Zhu, R., & El Ali, A. (2024). User Experience Design Professionals’ Perceptions of Generative Artificial Intelligence. Proceedings of the CHI Conference on Human Factors in Computing Systems, 1–18. https://doi.org/10.1145/3613904.3642114
Search via ReFindit
Lin, C. J., & Cheng, L.-Y. (2017). Product attributes and user experience design: How to convey product information through user-centered service. Journal of Intelligent Manufacturing, 28(7), 1743–1754. https://doi.org/10.1007/s10845-015-1095-8
Search via ReFindit
Lindgaard, G., & Dudek, C. (2003). What is this evasive beast we call user satisfaction? Interacting with Computers, 15(3), 429–452. 00063-2 https://doi.org/10.1016/S0953-5438(02)
Search via ReFindit
Manska, G. F. (2018). Technical Report—Applying Physics and Sensory Sciences to Spirits Nosing Vessel Design to Improve Evaluation Diagnostics and Drinking Enjoyment. Beverages, 4(4), 93. https://doi.org/10.3390/beverages4040093
Search via ReFindit
McLellan, S., Muddimer, A., & Peres, S. C. (2012). The effect of experience on system usability scale ratings. J. Usability Studies, 7(2), 56–67.
Search via ReFindit
Mehta, A., Serventi, L., Kumar, L., Viejo, C. G., Fuentes, S., & Torrico, D. D. (2022). Influence of expectations and emotions raised by packaging characteristics on orange juice acceptability and choice. Food Packaging and Shelf Life, 33, 100926. https://doi.org/10.1016/j.fpsl.2022.100926
Search via ReFindit
Merlino, M. V., Blanc, S., Massaglia, S., Borra, D. (2020). Innovation in craft beer packaging: Evaluation of consumer perception and acceptance. AIMS Agriculture and Food, 5(3), 422–433. https://doi.org/10.3934/agrfood.2020.3.422
Search via ReFindit
Mirabito, A., Oliphant, M., Van Doorn, G., Watson, S., & Spence, C. (2017). Glass shape influences the flavour of beer. Food Quality and Preference, 62, 257–261. https://doi.org/10.1016/j.foodqual.2017.05.009
Search via ReFindit
Nieto-Villegas, R., Bernabéu, R., & Rabadán, A. (2024). Effects on beer attribute preferences of consumers’ attitudes towards sustainability: The case of craft beer and beer packaging. Journal of Agriculture and Food Research, 15, 101050. https://doi.org/10.1016/j.jafr.2024.101050
Search via ReFindit
PN-A-79093-1:2000/Ap1:2002P Piwo—Metody badań—Ocena sensoryczna.
Search via ReFindit
PN-A-79095 Piwo—Pobieranie i przygotowywanie próbek.
Search via ReFindit
PN-ISO 4121:1998 Analiza sensoryczna. Metodologia. Ocena produktów żywnościowych przy użyciu metod skalowania.
Search via ReFindit
PN-ISO 6658:1998 Analiza sensoryczna. Metodologia. Wytyczne ogólne.
Search via ReFindit
Pomeranz, J. L., & Brownell, K. D. (2014). Can Government Regulate Portion Sizes? New England Journal of Medicine, 371(21), 1956–1958. https://doi.org/10.1056/NEJMp1410076
Search via ReFindit
Ribeiro, M. N., Carvalho, I. A., De Sousa, M. M. M., Coelho, L. M., De Rezende, D. C., & Pinheiro, A. C. M. (2021). Visual expectation of craft beers in different glass shapes. Journal of Sensory Studies, 36(1), e12618. https://doi.org/10.1111/joss.12618
Search via ReFindit
Sandilya, S., Oroya, N., Moral, T., & Vázquez-Araújo, L. (2023). Effect of Recipient’s Tactile Properties and Expectations on Beer Perception. Beverages, 9(3), 75. https://doi.org/10.3390/beverages9030075
Search via ReFindit
Sester, C., Dacremont, C., Deroy, O., & Valentin, D. (2013). Investigating consumers’ representations of beers through a free association task: A comparison between packaging and blind conditions. Food Quality and Preference, 28(2), 475–483. https://doi.org/10.1016/j.foodqual.2012.11.005
Search via ReFindit
Spence, C. (2023). Explaining Visual Shape–Taste Crossmodal Correspondences. Multisensory Research, 36(4), 313–345. https://doi.org/10.1163/22134808-bja10096
Search via ReFindit
Spence, C., & Doorn, G. V. (2017, września). Does the shape of the drinking receptacle influence taste/flavour perception? A review. Beverages, 3(3), 33; https://doi.org/10.3390/beverages3030033
Search via ReFindit
Stanisz, A. (2006). Przystępny kurs statystyki z wykorzystaniem programu STATISTICA PL na przykładach z medycyny. T. I. Statystyki podstawowe (T. 1). Statsoft.
Search via ReFindit
Troy, D. M., Maynard, O. M., Hickman, M., Attwood, A. S., & Munafò, M. R. (2015). The effect of glass shape on alcohol consumption in a naturalistic setting: A feasibility study. Pilot and Feasibility Studies, 1(1), 27. https://doi.org/10.1186/s40814-015-0022-2
Search via ReFindit
Van Doorn, G., Timora, J., Watson, S., Moore, C., & Spence, C. (2019). The visual appearance of beer: A review concerning visually-determined expectations and their consequences for perception. Food Research International, 126, 108661. https://doi.org/10.1016/j.foodres.2019.108661
Search via ReFindit
Yang, S., & Raghubir, P. (2005). Can bottles speak volumes? The effect of package shape on how much to buy. Journal of Retailing, 81(4), 269–281. https://doi.org/10.1016/j.jretai.2004.11.003
Search via ReFindit
RSS 1.0