Developing reusable packaging for FMCG

Consumers’ perceptions of benefits and risks of refillable and returnable packaging systems

Book chapter (2024)

Authors

X. Miao Responsible Marketing and Consumer Behavior
L.B.M. Magnier Responsible Marketing and Consumer Behavior
R. Mugge Design, Organisation and Strategy
Research Group
Responsible Marketing and Consumer Behavior
Copyright: © 2024 X. Miao, L.B.M. Magnier, R. Mugge
DOI: https://doi.org/10.1007/978-981-99-3818-6
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Published Date

2024

Language

English

Reuse Rights

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Research Group

Responsible Marketing and Consumer Behavior

Abstract

This research investigates consumers’ perception of two main types of reusable packaging systems: refillable and returnable packaging systems. An online experiment was conducted with Dutch consumers (n=250) in which attitudinal and behavioural responses to two reusable packaging systems were compared to the responses to disposable packaging. We created three types of packaging (disposable, refillable and returnable) for either food (ketchup) and non-food (shampoo) products. Results showed that consumers evaluate refillable and returnable packaging positively. Three benefits (environmental benefits, anticipated conscience and enjoyment) and three risks (contamination, complexity and performance risks) of reusable packaging are measured in this study. This research contributes to theunderstanding of consumers’ perception of reusable packaging systems, which can help future designers and companies to design their systems more effectively.

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