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To Pack Sustainably or Not to Pack Sustainably? A Review of the Relationship between Consumer Behaviour and Sustainable Packaging

In: Managing Sustainability


  • Gabriele Murtas

    (University of Bergamo)

  • Giuseppe Pedeliento

    (University of Bergamo)

  • Daniela Andreini

    (University of Bergamo)


In the past few decades, the massive amount of packaging waste produced every year has unquestionably become one of the most significant sources of pollution. Consequently, several nations worldwide are now openly addressing packaging-related environmental issues in their political agendas. Moreover, because consumers are becoming increasingly ecologically aware and informed, companies and retailers are being induced to rethink their supply chains at all levels. Adhering to the principles of eco-friendly packaging may be considered a first strategic step towards developing a sustainable image which may yield a broader competitive advantage. Academic research has therefore attempted to investigate consumers’ responses to environmentally friendly packaging. In this chapter, we review the extant literature so as to give valuable guidance to all firms and retailers striving to fulfil more eco-friendly packaging standards. Besides offering practical and helpful suggestions, our review presents an agenda for future research.

Suggested Citation

  • Gabriele Murtas & Giuseppe Pedeliento & Daniela Andreini, 2022. "To Pack Sustainably or Not to Pack Sustainably? A Review of the Relationship between Consumer Behaviour and Sustainable Packaging," International Series in Advanced Management Studies, in: Beatrice Luceri & Elisa Martinelli (ed.), Managing Sustainability, pages 147-168, Springer.
  • Handle: RePEc:spr:isichp:978-3-031-12027-5_9
    DOI: 10.1007/978-3-031-12027-5_9

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    Cited by:

    1. Elisa Monnot & Fanny Reniou & Sarah Lasri, 2023. "Packaging-free products: when retailers and consumers (re/mis) appropriate the packaging functions," THEMA Working Papers 2023-20, THEMA (THéorie Economique, Modélisation et Applications), Université de Cergy-Pontoise.


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