Investigating consumer’s preferences for recyclable and bioplastic food packaging

Aim of study: Understand consumer preferences and willingness to pay (WTP) for grapes packaged in 100% recyclable, biodegradable, compostable, or conventional fossil-based plastic. Area of study: Aragón (Spain). Material and methods: Data were collected via an online survey of 401 consumers. A discrete choice experiment (DCE) was estimated using a latent class (LC) model to capture preference heterogeneity. Attributes included packaging type (conventional, recyclable, biodegradable, compostable), production method (organic/ conventional), and price. Two latent segments were identified, and WTP estimates were derived from utility parameters. Main results: Segment 1 (70.2%) showed strong preferences for biodegradable and compostable packaging and organic production, with WTP premia of €1.57 (biodegradable), €1.52 (compostable), and €0.80 (organic). Segment 2 (29.8%) exhibited lower WTP values and greater price sensitivity. Interaction effects between organic and sustainable packaging were negative, indicating diminished marginal utility when multiple attributes were combined. Segment profiling revealed that Segment 1 is characterised by higher environmental concern, familiarity with sustainable materials, and stronger normative influences, while Segment 2 shows greater uncertainty and weaker engagement. Research highlights: Consumers value sustainable packaging, but preferences and WTP vary markedly across segments. Compostable and biodegradable packaging command the highest premia among environmentally engaged consumers. Interaction effects reveal non-additivity of sustainability signals, cautioning against overestimating combined attribute value. Preference heterogeneity underscores the need for differentiated marketing and policy strategies.