Understanding Consumer’s Willingness to Engage with Digital Reuse Systems

Abstract

Reusable packaging systems can help tackle the global problem of plastic waste by keeping material in circulation. Furthermore, technology now makes it possible to trace material as it moves through the reuse process, which potentially confers benefits across the supply chain. However, research into these digital reuse systems remains limited, particularly from the perspective of consumers who are asked to use such systems. The current work involved a series of online studies designed to identify (i) the barriers and enablers to engaging with digital reuse systems, (ii) which are most strongly endorsed and predict willingness to engage, and (iii) what information about digital reuse systems influences consumers’ willingness to engage and their beliefs. Studies 1 (N = 40) and 2 (N = 300) found that, while people are typically willing to engage with digital reuse systems, some people have concerns over the tracking aspect of digital reuse systems, and this is associated with their willingness to engage. Study 3 (N = 690) found that providing consumers with different types of information about digital reuse systems (e.g., going into more vs. less detail) did not influence their willingness to engage with digital reuse systems or their beliefs about the systems. These findings have implications for how digital reuse systems should be implemented.