Evaluation of post-consumer recycled materials for folding cartons: A sustainable packaging study

Abstract: Reducing the environmental impact from packaging has become a highlight in both consumers and industrial interest. The paperboard from virgin fibres is commonly used in the folding carton packaging across various type of products, including health care products. It provides the premium perception to the product value yet less circulates the fibre economy. After the paperboard folding carton serves the end-consumer purpose, it becomes post-consumer wastes. To escalate the paper circular economy, this research focuses on the post-consumer recycled (PCR) material evaluation for folding cartons, specifically for a smoking cessation product. The study aim is to investigate the suitable PCR material for folding cartons, divided into two objectives: consumer perception towards PCR packaging and PCR material evaluation in different stakeholders. The basic design of the study is then divided into two parts according to the research purposes; qualitative consumer research on sustainability packaging in the UK and the post-consumer recycled material evaluation on four aspects, defined as desirability, viability, feasibility, and sustainability. The consumer research compared the PCR packaging to the current packaging where the results showed that consumers expected to have sustainable packaging and were willing to sacrify their usual aesthetic preferences for more sustainable options. However, their perception of PCR packaging diverse across product categories. wherein this case, sustainability is less of a key purchase driver than product efficacy. The finding from consumers also shows that promoting sustainability claims and messaging on a package can boost brand image and raise sustainability awareness. Evaluating and comparing six PCR materials to the current packaging reveals that potential PCR paperboards should have a higher grammage and thickness to maintain packaging integrity. All four dimensions were evaluated together where feasibility plays an important role in the future implementation. Two PCR materials were suggested to test in the production. While the demand for post-consumer recycled material is rising, material availability hinders progress which could affect the business. On this basis, the balances between each dimension and stakeholder requirement should be taken into account when developing sustainable packaging.