Dutch consumers' perception of sustainable packaging for milk products, a qualitative and quantitative study

Visual packaging cues might assist consumers making sustainable choices. In a qualitative study potential packaging cues were explored (study 1). Those cues mostly related to sustainability were tested in a quantitative follow up study (study 2). Study 1: Consumers (n = 30, 39.4 + 17.1 yrs.) were divided in four focus group discussions in which participants completed a free association task and sorting task with 10 milk package designs which differed in colour, material and shape. Next, participants followed a semi structured focus group discussion in which they could elaborate on their answers. Results revealed 7 major themes: 1) nature of material, 2) expected visible harm to environment, 3) possibility to reuse and recycle packaging, 4) unnecessary packaging, 5) appearance of packaging (colour & feel), 6) incongruency of packaging with content, and 7) consumer and industry responsibility. Colour and material generated the most discussion around sustainability and were subsequently investigated in study 2. Study 2: Consumers (n = 104, 26 + 9.1 yrs.) were invited to an online survey during which they were presented with 4 pack designs which were manipulated in colour (i.e., white, vs cardboard brown) and materials (i. e., smooth vs rough). Cardboard brown and rough pack designs were perceived as significantly more sustainable than white pack designs (F(1,103) = 42.72, p < 0.001) and smooth pack designs (F(1,103) = 97.68, p < 0.001). No interaction was observed between material and colour in the impact of perceived sustainability. Consumers' perception of sustainability is mostly driven by their belief whether a packaging is recyclable and/or reusable. Visible carboard texture in combination with a carboard look increases consumers' perception of sustainability.