As sustainability gains prominence in the beverage sector, the need for related product information on the demand side is rising accordingly. Thus, this study examines how biospheric values, greenwashing accusations, and health consciousness influence the seeking of sustainability-related information, and how the latter, in turn, affects organic purchasing behavior in the beverage market. Furthermore, the extent to which information-seeking behavior shapes the perceived usefulness of augmented reality (AR) as a medium for conveying sustainability measures is explored. By dividing a nationwide German sample on the basis of the test subjects’ regular buying behavior of apple juice, lemonade, beer, and wine, effect parameters were estimated for four different structural equation models. Findings reveal only minor differences between the observed beverage categories. Biospheric values emerge as the strongest predictor of sustainability-related information seeking, while greenwashing accusations and health consciousness reveal only weak to moderate influence. Moreover, the search for sustainability information significantly enhances purchase intention, buying frequency, willingness to pay for organic beverages, as well as the perceived usefulness of AR for communicating environmental measures. These results underscore the central role of biospheric values in promoting sustainability-related information seeking, which in turn transpires as an essential predictor of organic purchase behavior in the beverage industry. Future research should examine additional determinants for seeking environmental information and explore consumer segments with high requirements for sustainability cues. Beverage manufacturers are further encouraged to assess the strategic potential of AR technology in their sustainability communication efforts. • Biospheric values are a primary determinant for seeking sustainability information. • Greenwashing accusations increase consumers’ sustainability information search. • Seeking sustainability information enhances WTP and organic buying behavior. • AR communication can support consumers who seek sustainability information.

Replacing single use plastic packaging with repeatedly refilled reusable containers is a ‘refill on the go’ business model that can contribute to circular economy objectives. Despite potential to enable sustainable consumption, reuse business models frequently fail. Research into barriers to widespread adoption is scant, with blame for poor uptake frequently attributed to consumer behaviour. Knowledge of country specific barriers is also low, thus delaying political engagement with reuse solutions. To address these gaps, we adopted mixed methods combining 11 semi-structured interviews with an online consumer survey (n=326) in Vietnam and the UK. By triangulating multi-stakeholder views, we identified eight interrelated internal (consumer- and business-related) barriers and external (policy- and regulatory- related) barriers to the adoption of ‘refill on the go’ business models. Barriers overlapped, and some were country specific: low profit margins, knowledge and product provenance were identified by Vietnamese refill sector stakeholders, whereas hygiene, allergies and customer engagement were barriers in the UK. We observed consumer willingness to engage with refill business models struggling to gain and maintain footing in the competitive retail sector. We argue that effective adoption and scaling require top-down interventions, starting with policy and education, supported by context-specific strategies. Our findings suggest that barriers may be more easily addressed in Vietnam than the UK owing to a more central state role, flexible sector and lower recycling uptake. This research alerts policymakers to the challenges of a circular business model that is unlikely to grow to scale without bold, urgent and regionally appropriate policy support. • Barriers in the UK and Vietnam restrict the scaling up of refill business models • Education, knowledge and product provenance are barriers in Vietnam • Hygiene, allergies and customer engagement were stronger UK barriers • Vietnamese consumers may be more likely to adopt refill business models • A research focus on external barriers such as policies and education is recommended

This study aims to evaluate the strength of various indicators related to seven types of food consumption motives, sustainable food choices, and food waste management variables in distinguishing the motivation and latent behaviour of Generation Z Indonesia through Item Response Theory analysis. A total of 1160 survey valid responses collected with quota sampling adjusted to regional distribution and balanced gender proportion were analysed using Item Response Theory to evaluate indicators, K-means clustering for segmentation, and Structural Equation Modelling-Partial Least Square to test the significance of the relationship between consumption motives and sustainable consumption behaviour. Seasonal fruit intake ranks highest discrimination ability among sustainable food choices, and suboptimal food consumption leads among food waste management indicators. Through Item Response Theory, this study classified food motives and sustainable consumption indicators into five typologies, revealing varying psychological entry points from baseline expectations to high-barrier signals. Four main segments were identified with variations in food consumption motives: Frugal Indifferent Foodie, Health-Focused Independent Locavores, Holistic Demander and Eco-Friendly Enthusiast, and Epicureans Pragmatist Waste Conserver. This study contributes by combining IRT and segmentation to uncover hidden motivational divides and offers a fresh perspective for designing more targeted and realistic interventions for sustainable food behaviour among youth in emerging markets.

Plastic pollution poses a critical environmental challenge, driven by excessive consumption and inadequate waste management, particularly in agri-food systems. Mismanaged municipal solid waste contributes to severe ecological degradation as plastics accumulate in terrestrial, aquatic, and atmospheric environments. Addressing these issues requires context-specific evidence on the environmental trade-offs of recycling and disposal strategies. This study evaluates the life-cycle impacts of four representative single-use plastics — polyethylene terephthalate, low-density polyethylene, high-density polyethylene and polypropylene — in a Mexican case study comprising 102 scenarios. Analyses consider three material compositions (virgin, virgin–recycled blends, and blends with energy recovery), five end-of-life strategies (mechanical recycling, chemical recycling, incineration, incineration with energy-recovery, and landfill), and six agri-food fillings. Following ISO 14040 and ISO 14044 guidelines, assessments were conducted using SimaPro with Ecoinvent database and ReCiPe 2016 midpoint method across five impact categories. Results indicate that increasing recycled content does not linearly reduce environmental impacts and that the filling and use stage — particularly rice and soybean oil — dominates life-cycle outcomes, sometimes shifting the optimal end-of-life strategy. Low-density polyethylene bags exhibit the highest impacts, while high-density polyethylene containers perform most favorably. Incorporating informal waste pickers and local practices reveals critical insights for real-world systems, highlighting the importance of regionally contextualized life-cycle assessments that extend beyond material composition. These findings support policies and practices that mitigate plastic pollution while promoting sustainable packaging and waste management in Mexico’s agri-food sector.