Abstract
This study investigates consumers’ acceptance and perceptions of post-consumer recycled (PCR) plastic packaging with an off-odor, and the effect of a sustainability claim thereupon. We utilized a mixed design to examine the influence of the percentage of PCR, packaging color, and the presence of a sustainability claim on consumer perceptions. Participants were presented with vignettes describing a scenario involving the purchase of shampoo bottles with or without a sustainability claim and asked to smell and rate the odor qualities of the bottles, as well as their acceptability and willingness to buy. The study found a main effect of the percentage of PCR and color on acceptability and willingness to buy and a main effect of the percentage of PCR on the perceived odor properties. However, the presence of a sustainability claim did not significantly affect consumer perceptions. The findings provide valuable insights for stakeholders in the sustainable production and consumption sector and offer recommendations for future research to further explore the impact of sustainability claims in shaping consumer acceptance of sustainable packaging with suboptimal sensory properties.
Original language | English |
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Article number | 4896 |
Number of pages | 26 |
Journal | Sustainability (Switzerland) |
Volume | 16 |
Issue number | 12 |
DOIs | |
Publication status | Published - 7 Jun 2024 |
Bibliographical note
Publisher Copyright:© 2024 by the authors.
Funding
This research was funded by Unilever.
Funders | Funder number |
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Unilever |
Keywords
- color
- consumer acceptability
- multisensory perception
- odor
- post-consumer recycled (PCR) plastic
- sustainable packaging