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

Author

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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)

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.

Suggested Citation

  • Antonella Cammarelle & Rosaria Viscecchia & Francesco Bimbo, 2021. "Intention to Purchase Active and Intelligent Packaging to Reduce Household Food Waste: Evidence from Italian Consumers," Sustainability, MDPI, vol. 13(8), pages 1-13, April.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:8:p:4486-:d:537998
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    References listed on IDEAS

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    2. Barska, Anetta & Wyrwa, Joanna, 2016. "Consumer perception of active and intelligent food packaging," Problems of Agricultural Economics / Zagadnienia Ekonomiki Rolnej 252644, Institute of Agricultural and Food Economics - National Research Institute (IAFE-NRI).
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    5. Mariarosaria Lombardi & Marco Costantino, 2020. "A Social Innovation Model for Reducing Food Waste: The Case Study of an Italian Non-Profit Organization," Administrative Sciences, MDPI, vol. 10(3), pages 1-16, July.
    6. Lynn J. Frewer, 2017. "Consumer acceptance and rejection of emerging agrifood technologies and their applications," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 44(4), pages 683-704.
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