Understanding Consumer Satisfaction in Reusable Beverage Packaging Systems : The Impact of Ownership, Preparation, Recovery, and Consumer Involvement Factors
Year: 2025
Type: dissertation
Study design: Observational Study
Abstract: Background. Packaging is important for protecting and marketing products, but it also generates significant waste and contributes to environmental issues. Across Europe, packaging waste is increasing every year, and beverage packaging is a big reason for high carbon dioxide emissions because of the materials it uses. To address this, governments and major brands are encouraging people to use reusable packaging and adopt circular economy practices. However, even though sustainability is important for many young people, the intention behaviour gap remains when it comes to the use of reusable packaging. This study highlights the practical and psychological factors that are preventing the shift towards more circular consumption. Purpose. This study aims to explore the influence of three reusable beverage system elements: (1) ownership (consumer vs. provider), (2) preparation operation (consumer-operated vs. provider-operated), and (3) recovery operation (consumer-operated vs. provider-operated) on young consumers’ satisfaction. Additionally, it investigates consumer involvement aspects, including perceived control and perceived effort, as mediating factors, and examines how consumer familiarity with reuse beverage systems moderates these relationships. Guided by Muranko et al.’s (2021) Reuse Classification Framework, the research seeks to close the gap between sustainability goals and consumer preferences, contributing both theoretically and practically to sustainable packaging practices. Method. In the study an inferential survey design was used, in which two short, scenario-based questionnaires were completed by young consumers aged between 18 and 32. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to map the direct and indirect relationships between the system elements, perceived control, perceived effort, and satisfaction. The moderating effect of familiarity was tested separately using ordinary least squares (OLS) regression. Conclusion. This study shows that young consumers are most satisfied with reusable beverage packaging when the system makes them feel in control and requires little effort, rather than just focusing on who owns the packaging or operates the system. This was particularly true for systems that combined provider-owned packaging, consumer-operated preparation, and provider-operated recovery, effectively balancing perceived control and effort. To encourage wider adoption, reusable systems must be convenient, easy to use, and provide consumers witha sense of control.
Authors: Antal, Abigél, Vanderheyden, Kathleen Maren Lynn
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6996980653