Do consumers choose the most sustainable packaging?

PhD-candidate Nigel Steenis has published a paper in the Journal of Cleaner Production. He studied whether and how packaging sustainability influences consumer perceptions, inferences and attitudes towards packaged products. A framework is tested using soup products varying in packaging material and graphics.
The findings show that (packaging) sustainability is a highly salient association but is only moderately important for consumer attitudes. A comparison between judgments and life-cycle assessment indicates that consumers rely on misleading, inaccurate lay beliefs to judge packaging sustainability and are therefore susceptible to making ineffective environmental decisions (Website KIDV).
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Click here for the published article (1.20 MB).

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