Consumer Incentives for Participating in a Circular System - Understanding the Use of Reusable Food and Beverage Packages

Abstract: Human actions are causing a growing negative impact on the environment and measures must be taken to halt this trend. In response, the EU and Sweden have developed new regulations to be implemented, aimed at reducing the environmental impact of disposable food and beverage packaging. This thesis aims to investigate consumers’ willingness to participate in a circular supply chain by using reusable packaging for ready-to-eat food and beverage. The research questions focus on consumer incentives and provide suggestions for implementing a circular supply chain. Qualitative methods, including interviews with consumers aged 20-40 years, an observation, and a pilot project workshop, were used to gather data. The findings show that consumers value convenience and an efficient return process. Environmental and economic factors influence their decisions but not at the expense of convenience and time. The design of the packaging was not found to have a significant influence on consumers’ decisions, but hygiene was considered an essential feature. Ultimately, a circular supply chain must be tailored to meet consumer needs and preferences to maximize efficiency. The suggested solution involves a simple registration and generous return policies.