Consumers’ perceptions of reusable returnable packaging

Abstract: Purpose: This thesis aims to explore the extent of consumers’ interest in reusable returnable packaging. Theoretical framework: This study is based on the Theory of Planned Behaviour. Attitudes, subjective norms and perceived behavioural control and their association with the interest in reusable returnable packaging are tested. Additional factors (gender, age, education level, past experience) were added to another framework as they were frequently mentioned in the literature. Methodology: Deductive research approach, mixed strategy and cross-sectional research design. Empirical foundations: The empirical data was collected through an online survey created via Google Forms, and distributed through the authors’ personal social networks such as Linkedin, Instagram, Facebook and WhatsApp. Conclusions: The variables associated with the Theory of Planned Behaviour are positively associated with the interest in using reusable returnable packaging. The demographic factors, as well as past experience, are either not associated or weakly associated with the interest in using reusable returnable packaging. Age, education and past experience did not show a significant association with the interest whereas gender showed a weak significant association.