Intention to Purchase Active and Intelligent Packaging to Reduce Household Food Waste: Evidence from Italian Consumers

Antonella Cammarelle, Rosaria Viscecchia and Francesco Bimbo
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Antonella Cammarelle: Department of Agriculture, Food, Natural Resource and Engineering (DAFNE), University of Foggia, 71122 Foggia, Italy
Rosaria Viscecchia: Department of Agriculture, Food, Natural Resource and Engineering (DAFNE), University of Foggia, 71122 Foggia, Italy
Francesco Bimbo: Department of Agriculture, Food, Natural Resource and Engineering (DAFNE), University of Foggia, 71122 Foggia, Italy

Sustainability, 2021, vol. 13, issue 8, 1-13

Abstract: Innovations in food packaging, such as active and intelligent ones, improve food safety and lower household food waste by extending product shelf life and providing information about food quality, respectively. The consumer adoption of such innovations could contribute to reaching one of the Sustainable Development Goals which calls for halving the per capita global food waste by 2030. Thus, this paper aims to investigate the consumers’ willingness to purchase active and intelligent packaging to reduce household food waste using a sample of 260 Italian consumers and a modified Theory of Planned Behavior (TPB) model. Using a structural equation model, findings show that respondents are more willing to purchase intelligent packaging rather than active packaging to reduce their wastes at home. Finally, attitudes, perceived behavioral control, awareness, and planning routines are the most important drivers of the intention to reduce household food waste.

Keywords: active packaging; intelligent packaging; household food waste; consumer’s willingness to purchase (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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