Abstract Purpose: The aim of this thesis is to explore the impact of environmental friendly wine packageson wine consumption in Sweden. While there are many different factors influencing this issue,the overall focus of this thesis has been on the perception of the quality of 'Green wine packaging'on behalf of the consumers. Method: A quantitative approach in form of an online survey was followed by an qualitativeapproach in form of semi-structured interviews. While the quantitative approach was the mainapproach, the qualitative approach was used for further interpretation. Conclusions: Despite a great environmental awareness and a great engagement in recyclingactivities in Sweden, the results of this study shows that consumer prefer wine in traditional glassbottles. Quality is considered to be the most important element when purchasing wine and itappears that consumer perceive a low level of quality of wine in Green packages which in turnlowers their aesthetical and hedonic expectations. The quality of the wine appear also to be moreimportant than the environmental issue.