Understanding consumers' sustainability knowledge and behaviour towards food packaging to develop tailored consumer-centric engagement campaigns: A Greece and the United Kingdom perspective

Consumer awareness regarding packaging waste is increasing; however, information relating to different food packaging disposal strategies is not always readily available to the consumer. There are also cross-country differences in handling food packaging which add complications and confusion. This study aims to (1) explore consumers' cross-country variations in Greece and the United Kingdom (UK) towards food packaging choice and disposal patterns and (2) develop tailored information campaigns, to encourage sustainable food packaging behaviour. Consumers (18-45 years) in Greece (n = 252) and the UK (n = 249) completed an online survey focused on purchase and disposal related issues for food packaging. Additionally, input from packaging experts (n = 10) was captured via targeted open-ended questions based on consumer insights. Key themes that emerged from the consumer survey were: (1) lack of understanding relating to packaging symbols; (2) confusion about cleaning of food packaging prior to recycling; and (3) excessive packaging for fresh fruit and vegetables, all of which incorporated experts' feedback. Accordingly, these three consumer-centric themes were utilised for campaign development in two information formats (infographics and videos) based on consumer preferences. Findings have been used to create actions, tools and strategies that will influence consumer behaviour and develop solutions to enable transition to a more sustainable European food packaging ecosystem. Next steps should include disseminating tailored information, combined with measuring long-term behaviour together with more support from the government, companies, and shops/retailers so that sustainable food packaging behaviour can be easily adopted in consumers' everyday lives.