Consumer preferences for sustainable food packaging

Abstract The pollution caused by conventional plastic food packaging can pose a significant environmental challenge. Our study uses a discrete choice experiment to examine consumer preferences for various types of sustainable milk packaging. To reveal the behavioral mechanisms involved in decisions regarding sustainable packaging, we incorporate two behavioral choice frameworks: random utility maximization and random regret minimization. The results indicate that consumer preferences vary with the different behavioral frameworks, demonstrating significant heterogeneity in consumer tastes. Furthermore, consumer preferences for sustainable packaging are influenced by their purchase frequency, trust, and conservation awareness. Our findings support food industry’s sustainable transition and packaging adoption.