What do Female Consumers Think about Sustainable Packaging?

María Aránzazu Sulã‰-Alonso (), Inés BARBETA-MARTà Nez () and Rosana FUENTES-FERNà Ndez ()
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María Aránzazu Sulã‰-Alonso: Department of Business Management and Economics. University of León
Inés BARBETA-MARTà Nez: CIHEAM Zaragoza, Mediterranean Agronomic Institute of Zaragoza
Rosana FUENTES-FERNà Ndez: Department of Business Management and Economics. University of León

Journal of Emerging Trends in Marketing and Management, 2024, vol. 1, issue 1, 9-17

Abstract: This study explores the level of knowledge among Spanish consumers regarding sustainability and their opinions on new sustainable packaging options, such as bio-based materials or bagasse. We conducted an online questionnaire at a national level, followed by multivariate analysis to derive conclusive results. Our findings, based on 254 participants, indicate that only 44% of consumers integrate sustainability into their daily lives. Key characteristics deemed important for sustainable packaging include environmental friendliness (85%), use of clean energy (72.5%), ease of reuse (85.8%), and recyclable materials (80.8%). Factor analysis reveals three categories: manufacturing characteristics, security, and price. Cluster analysis identifies two groups: one concerned with container safety and another seeking achievable sustainability.

Keywords: Sustainability; food consumption trends; packaging; bio-based; bio-plastic. (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:aes:jetimm:v:1:y:2024:i:1:p:9-17

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