Consumers’ Awareness, Behavior and Expectations for Food Packaging Environmental Sustainability: Influence of Socio-Demographic Characteristics

Abstract

Packaging is a leading factor determining the total environmental effect of food products. This study investigated consumers’ awareness, behavior and expectations in relation to the environmental sustainability aspects of food packaging. Using an online survey, responses from 646 participants were collected. The effect of socio-demographic characteristics on all variable responses was explored by ANOVA models and t-tests. Participants were segmented according to a visual approach based on a principal component analysis applied on the consumers’ behavioral data. Gender, age, and education level affected consumer awareness, behavior and expectations differently. Four groups of consumers were distinguished on the grounds of their behavior in relation to food packaging: (1) More sustainable—packaging-role-oriented; (2) More sustainable—packaging minimizers; (3) Less sustainable; and (4) Medium sustainable. The most sustainable groups were mainly composed of females, while less sustainable consumers were mainly the youngest. The four groups differed in terms of expectations for sustainability-related information that can be communicated through food labels. In conclusion, this work provided new knowledge that is useful to understand the factors that influence consumer behavior and to promote the consumers’ packaging-related sustainability choices through food packaging.

Sustainable coffee capsule consumption: Understanding Italian consumers' purchasing drivers

“…Further results maintain that women tend to be more willing to purchase environmentally sustainable food products (Chirilli et al, 2022). Past studies' results on how age affects consumers' sensitiveness toward sustainable packaging are somewhat inconsistent (Brennan et al, 2021;Chirilli et al, 2022). Yet, gray literature support that, especially after the pandemic and in the latest years, younger generations, such as generation Z and millennial consumers are willing to spend more on sustainable products and brands compared to other age groups, and are driving the change toward sustainable purchasing choices (Firstinsight, 2020;Forbes, 2021).…”

“…So far, there are mixed results on how gender, age, and education level affect consumer awareness, behavior and expectations on sustainability-related information, such as on packaging. Women's purchasing decisions are much more driven and determined by environmental considerations than those of males and are positively influenced by eco-friendly labeled products (Chekima et al, 2016;Chirilli et al, 2022). Further results maintain that women tend to be more willing to purchase environmentally sustainable food products (Chirilli et al, 2022).…”

“…Women's purchasing decisions are much more driven and determined by environmental considerations than those of males and are positively influenced by eco-friendly labeled products (Chekima et al, 2016;Chirilli et al, 2022). Further results maintain that women tend to be more willing to purchase environmentally sustainable food products (Chirilli et al, 2022). Past studies' results on how age affects consumers' sensitiveness toward sustainable packaging are somewhat inconsistent (Brennan et al, 2021;Chirilli et al, 2022).…”

“…Yet, studies report that consumers have limited knowledge on the difference between the words "recyclable, " "biodegradable, " and "compostable, " then affecting their behavior (Taufik et al, 2020). Thus, CIC manufacturers need to identify the factors that influence consumer behavior, to promote the consumers' packaging-related sustainability choices through food packaging, and to educate and empower their customers to dispose their waste responsibly (Chirilli et al, 2022). Furthermore, CIC manufacturers would benefit from understanding how gender, age, and education level affect consumer awareness, behavior and expectations on sustainability-related information communicated through food labels (Chirilli et al, 2022), including sustainable CIC packaging.…”

The identification of expected functional food quality: female consumers' perspective

“…Some studies pointed to the role of gender in consumer behavior (e.g. Chirilli et al ., 2022; Ferreira et al , 2019). Based on that research, there may be differences in expectations between men and women regarding functional food quality.…”