Switching to Reuse: The Impact of Information on Consumers' Choices for Reusable Food Packaging

In recent years, there has been a shift toward sustainability in several aspects of our lives, including food packaging. In line with a circular economy model, several organizations are adopting industrial reusable solutions for food packaging, which are designed to be used multiple times throughout their life cycle. Despite an overall positive impression, many consumers lack clarity on reusable food packaging, with concerns regarding safety and cost, for example, that affect the actual adoption of reusable packaging. This study aimed to assess the impact of information regarding specific characteristics of reuse that could encourage consumers to choose reusable packaging over other sustainable (compostable and recyclable) alternatives when purchasing agrifoods. Through an online survey involving 104 participants, the study compared preferences and willingness to pay for reusable packaging while delivering (or not delivering) information as to the safety and production costs of reusable packaging. Information concerning the safety of reusable packaging, but not that regarding production costs, increased consumers' preferences for reusable packaging. At the same time, willingness to pay was not affected by either type of information. These results highlight the crucial role that delivering appropriate information plays in addressing consumers' psychological concerns and in fostering the acceptance of reusable packaging when purchasing agrifoods.