Driving Sustainable Packaging Solutions: The Influence of Stakeholder Pressure and Regulatory Changes

Abstract: This master thesis examines the impact of stakeholder pressure due to new regulations on the process of developing sustainable packaging solutions in the packaging industry. To investigate this question, the IMP Actors-Resources-Activities (ARA) model is used to explore the activities of actors, the resources available to them and the external factors that influence their behavior. Semi-structured interviews are conducted with company representatives of the packaging industry in Germany, specifically related to the EU Commission’s proposal on the Packaging and Packaging Waste Regulation. The study shows that various actors, such as trade and industry associations, political figures, members of the supply chain and customers, play an important role in the process of developing sustainable packaging solutions. Adapting to new regulations requires significant resources, and financial resources are critical to the feasibility and adoption of sustainable practices. Companies need to undertake several key activities, such as engaging in industry associations and regulatory bodies, understanding the regulations and their impact, developing a plan to comply with the regulations, involving internal development teams in testing, and communicating the changes to customers. The study concludes that stakeholder pressure does impact the process of developing sustainable packaging solutions. The study also finds that companies that have already been working on sustainable packaging solutions are better prepared to adapt to new regulations, while stakeholder pressure drives those who have not yet engaged in this area towards more sustainable practices. Finally, the study highlights the significant power of customers in driving change towards more sustainable packaging solutions.