Switching to reuse? An exploration of consumers’ perceptions and behaviour towards reusable packaging systems

Abstract

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.