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The Smell of Sustainability: Understanding Consumers’ Acceptability of Recycled Plastic Packaging with an Off-Odor

Author

Listed:
  • Francesca Di Cicco

    (Faculty of Social and Behavioural Sciences, Utrecht University, 3584 CS Utrecht, The Netherlands)

  • Maike Loos

    (Faculty of Social and Behavioural Sciences, Utrecht University, 3584 CS Utrecht, The Netherlands)

  • Isa Vos

    (Faculty of Social and Behavioural Sciences, Utrecht University, 3584 CS Utrecht, The Netherlands)

  • Rebecca Gibson

    (Packaging Development, Unilever Research & Development, Port Sunlight, Birkenhead CH63 3JW, UK)

  • Yuvesveri Naidoo

    (Packaging Development, Unilever Research & Development, Port Sunlight, Birkenhead CH63 3JW, UK)

  • Susan Gifford

    (Consumer Science, Unilever Research & Development, Port Sunlight, Birkenhead CH63 3JW, UK)

  • Monique A. M. Smeets

    (Faculty of Social and Behavioural Sciences, Utrecht University, 3584 CS Utrecht, The Netherlands
    Beauty & Personal Care Science & Technology, Consumer Science, Unilever Research & Development, 3013 AL Rotterdam, The Netherlands)

Abstract

This study investigates consumers’ acceptance and perceptions of post-consumer recycled (PCR) plastic packaging with an off-odor, and the effect of a sustainability claim thereupon. We utilized a mixed design to examine the influence of the percentage of PCR, packaging color, and the presence of a sustainability claim on consumer perceptions. Participants were presented with vignettes describing a scenario involving the purchase of shampoo bottles with or without a sustainability claim and asked to smell and rate the odor qualities of the bottles, as well as their acceptability and willingness to buy. The study found a main effect of the percentage of PCR and color on acceptability and willingness to buy and a main effect of the percentage of PCR on the perceived odor properties. However, the presence of a sustainability claim did not significantly affect consumer perceptions. The findings provide valuable insights for stakeholders in the sustainable production and consumption sector and offer recommendations for future research to further explore the impact of sustainability claims in shaping consumer acceptance of sustainable packaging with suboptimal sensory properties.

Suggested Citation

  • Francesca Di Cicco & Maike Loos & Isa Vos & Rebecca Gibson & Yuvesveri Naidoo & Susan Gifford & Monique A. M. Smeets, 2024. "The Smell of Sustainability: Understanding Consumers’ Acceptability of Recycled Plastic Packaging with an Off-Odor," Sustainability, MDPI, vol. 16(12), pages 1-26, June.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:12:p:4896-:d:1410895
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    References listed on IDEAS

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