To Pack Sustainably or Not to Pack Sustainably? A Review of the Relationship between Consumer Behaviour and Sustainable Packaging

In the past few decades, the massive amount of packaging waste produced every year has unquestionably become one of the most significant sources of pollution. Consequently, several nations worldwide are now openly addressing packaging-related environmental issues in their political agendas. Moreover, because consumers are becoming increasingly ecologically aware and informed, companies and retailers are being induced to rethink their supply chains at all levels. Adhering to the principles of eco-friendly packaging may be considered a first strategic step towards developing a sustainable image which may yield a broader competitive advantage. Academic research has therefore attempted to investigate consumers’ responses to environmentally friendly packaging. In this chapter, we review the extant literature so as to give valuable guidance to all firms and retailers striving to fulfil more eco-friendly packaging standards. Besides offering practical and helpful suggestions, our review presents an agenda for future research.