Consumer preferences towards sustainability in packaging

For her thesis at the Haaga-Helia University of Applied Sciences in Finland, Lisa Petit investigated consumer preferences towards sustainability in packaging. The research was conducted based on a comparison between two specific smoothies from Company A packed in glass bottles (more expensive) and Company B in plastic bottles.
The findings revealed that consumers are consciously not willing to pay more for a sustainable product package. However, most of the respondents chose the more expensive smoothie in an unconscious situation because it was of importance to them, that they could reuse the bottle afterwards and because it appealed more to them in terms of premium design and quality.
Click here for the thesis (1.21 MB).

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