Packaging the future: Determinants of use intentions and incentive structures of reusable packaging systems

Abstract

Growing environmental concerns regarding single-use packaging have prompted the introduction of reusable packaging systems. This research examines four systems: “refill on the go” (in-store dispensers), “refill at home” (larger refill packages), “return on the go” (returnable packaging), and “return from home” (subscription service for delivery and pickup). An online survey identified performance expectancy, effort expectancy, social influence, and an affective component as significant predictors of consumers’ intentions to use these systems for non-food products. The “refill at home” system was most favored, followed by “refill on the go” and “return on the go”. Hence, consumers prefer larger refill packaging but are also open to in-store refilling or returning. A focus group with retail experts and four Maximum Difference scaling analyses emphasize the need to communicate the environmental benefits of reducing packaging waste and eliminating single-use packaging through these reusable packaging systems. Implications for policymakers, retailers, and manufacturers are discussed.