4.6 Article

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

Journal

SUSTAINABILITY
Volume 13, Issue 8, Pages -

Publisher

MDPI
DOI: 10.3390/su13084486

Keywords

active packaging; intelligent packaging; household food waste; consumer’ s willingness to purchase

Funding

  1. PON FSE-FESR Research and Innovation 2014-2020-Axis I Human Capital, Action I.1 Innovative Doctorates with industrial characterization, Italian Ministry of University and Research (MUR)

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This study investigates Italian consumers' willingness to purchase active and intelligent packaging to reduce household food waste, finding that consumers are more inclined to buy intelligent packaging. Attitudes, perceived behavioral control, awareness, and planning routines are identified as the key drivers influencing consumers' intention to reduce food waste at home.
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.

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