Consumer Attitudes and Perceptions Toward Sustainable Packaging: A Systematic Literature Review

Sustainable packaging has become a major area of academic and practical interest, reflecting growing environmental awareness, regulatory pressure, and changing consumer expectations. This study aims to synthesize existing knowledge on consumers’ behavior toward sustainable packaging and their willingness to pay (WTP) for environmentally friendly solutions. Following PRISMA guidelines, a systematic literature review was conducted, encompassing 78 peer-reviewed publications from 2019 to 2025. Bibliometric mapping using VOSviewer (version 1.6.20) identified three main research streams: consumer attitudes and determinants of behavior, willingness to pay for sustainable packaging, and perception of packaging materials and systems. The reviewed studies, conducted across Europe, Asia, Australia, and North America, employed diverse methods, including surveys, discrete choice experiments, structural equation modeling, and mixed designs. Results indicate that consumer behavior is shaped by environmental awareness, self-identity, perceived usefulness, and trust in labeling, while packaging material and functionality remain decisive for acceptance. Most studies show that consumers are willing to pay a premium of about 10–20% for sustainable packaging, though price sensitivity and hygiene concerns limit actual adoption. The findings highlight the conditional nature of consumer acceptance and emphasize the need for transparent communication, credible certification, and functional design. This study provides guidance for policymakers and businesses seeking to promote sustainable packaging solutions.