This research investigates consumers’ perception of two main types of reusable packaging systems: refillable and returnable packaging systems. An online experiment was conducted with Dutch consumers (n=250) in which attitudinal and behavioural responses to two reusable packaging systems were compared to the responses to disposable packaging. We created three types of packaging (disposable, refillable and returnable) for either food (ketchup) and non-food (shampoo) products. Results showed that consumers evaluate refillable and returnable packaging positively. Three benefits (environmental benefits, anticipated conscience and enjoyment) and three risks (contamination, complexity and performance risks) of reusable packaging are measured in this study. This research contributes to theunderstanding of consumers’ perception of reusable packaging systems, which can help future designers and companies to design their systems more effectively.@en

Reusable packaging systems are emerging as a promising solution to combat the growing issue of packaging waste. While consumers generally recognise the environmental advantages of reuse, their actual reuse behaviours may result in insufficient reuse and an unintentional undermining of sustainability efforts. We conducted two creative workshops, created a large number of potential design interventions and further developed them into 16 design strategies for consumers' continued usage of RPSs through thematic analysis. These findings can inspire future research and the development of RPSs.@en

With growing awareness of packaging waste and pollution, reusable packaging systems (RPSs) appear to be a solution to mitigate the environmental impact of single-use packaging. Nevertheless, RPSs only become less environmentally harmful than single-use after each packaging is reused a minimum number of times, which is defined as the environmental break-even point (e-BEP). A lack of knowledge regarding this critical threshold may lead consumers to be overly optimistic about their reuse behaviour, resulting in insufficient reuse. Communicating e-BEPs can motivate conscious reuse but may also have drawbacks. We used a mixed-method approach consisting of an experiment (N = 276) with four e-BEP conditions (absent, low, medium and high) followed by open-ended questions. The quantitative findings showed that regardless of the e-BEP level, consumers neglected the efforts it implied and consistently exhibited positive perceptions. Nevertheless, the qualitative findings revealed several misperceptions of e-BEPs due to limited understanding. In a subsequent post-test (N = 208), we uncovered the role of consumers’ prior experience with reusable packaging on their evaluations and behavioural intentions. Experienced consumers who have used reusable packaging seem to be more aware of specific challenges in reuse. They exhibited heightened green scepticism and reduced perceived consumer effectiveness in response to high (versus low) e-BEPs. Conversely, inexperienced consumers appeared unaffected by e-BEP conditions. Based on these results, we proposed the potential effect of e-BEPs on consumer evaluations and derived theoretical and practical implications to encourage sustained reuse behaviour in the long run.@en

Sustainable service-product systems (SPSSs) aided packaging-free shopping are expected to promote sustainable behaviour through enhanced user experience. Yet, understanding about this kind of practice is scarce. In this study, we adopted a qualitative approach through observations and semi-structured interviews with fifteen young consumers. The results present three stages of the practice and identify the challenges in each stage, using the practice theory as a theoretical basis. In light of these, the future offerings of SPSSs are proposed.@en

Reusable packaging systems (RPSs) can significantly reduce single-use packaging waste. However, knowledge about consumers’ adoption of this kind of packaging is scarce. We adopted a qualitative approach using in-depth interviews with consumers (n = 27) who had actually used an RPS and follow-up phone interviews to capture consumer behaviour at home. This exploratory study examines how packaging and system design not only influence usage by consumers but also serve as enablers and barriers for consumers at different stages of the consumption process. Our findings uncover that although consumers generally exhibited positive attitudes and good feelings about reducing packaging waste by using an RPS, they also raised concerns, such as about product quality, safety, contamination and financial investments, and they expressed scepticism about the environmental impacts through using the system and reported inconveniences at different stages. These results provide a comprehensive understanding of consumers’ perceptions of RPSs and can facilitate further development.

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Reusable packaging systems (RPSs) show promise in replacing single-use packages by extending the packaging lifetime and significantly reducing waste. Yet, knowledge about consumer behaviour in the adoption of RPSs is scarce. We present in-depth insights into how consumers perceive RPSs as a new shopping pattern for fast-moving consumer goods (FMCGs). Our findings reveal that consumers’ high willingness to adopt RPSs stems from their awareness of waste and their desire to reduce it. Nevertheless, various reasons can complicate the process of adoption. First, consumers perceive reduced behavioural control in this new shopping pattern and are reluctant to invest extra effort or alter routines. Next, consumers weigh economic benefits to compare alternatives at the point of purchase and are generally unwilling to pay a premium for RPSs. In addition, even though consumers trust the hygienic standard of the RPS, they raise contamination concerns when they notice spillage, other consumers’ improper use and signs of usage generated on the packaging. In terms of environmental impact, consumers experience positive feelings about reducing packaging waste but also perceive the environmental impact as vague and doubt the effectiveness of their reuse behaviour. To encourage the adoption of RPSs, these barriers need to be addressed via design and marketing interventions.@en