Packaging has numerous useful functions, such as storing, protecting, simplifying transportation, and providing information to consumers. Unfortunately, once used, it often ends up as waste, leading to growing environmental issues. To address these concerns, all stakeholders, including manufacturers, sellers, and buyers, must take action (Heeremans et al. 2025).
Initially, researchers primarily concentrated on minimising and recyling packaging. Nowadays, there is a shift towards emphasising reusable packaging. According to the peliminary literature review, conducted by Heeremans et al. (2025), reusing packaging multiple times offers ecological advantages, enhances consumer-retailer relations, and boosts brand loyalty.
To that end, the authors of the paper studied determinants of use intentions and incentive structures of reusable packaging systems. In our view, they have an important message.
Reuse models
We do not currently understand very well what factors influence consumers' willingness to adopt reusable packaging systems. Furthermore, we lack a thorough understanding of which incentive systems would be effective in encouraging their use.
To remedy these shortcomings, researchers examined four strategies for product reuse (Ellen MacArthur Foundation 2019; Heeremans et al; 2025).
Refill on the go requires consumers to refill the original packaging or their container at a dispensing system in-store.
Refill at home involves consumers purchasing refill packages to refill reusable packaging at home.
Return on the go is a reusable packaging system in which consumers return empty reusable packages to a store or drop-off point.
Return from home requires consumers to subscribe to a service that delivers products and picks up empty packaging.
These methods were used on various household products, such as shampoo, cleaners, laundry detergent, and dishwashing liquid. The group of researchers employed the Unified Theory of Acceptance and Use of Technology (UTAUT) model to evaluate the performance of these four different reloading mechanisms based on five key parametes: performance expectancy, effort expectancy, social influence, facilitating conditions and behavioural intention.
On the other hand, relevant value drivers were identified. There is a lack of understanding among consumers regarding sustainability. Furthermore, retailers and manufacturers struggle to effectively communicate sustainable consumer practices.
Some notable and useful conclusions
To delve into the scientific methodology of this research, we refer you to the original article and its cited sources. In our contribution, we highlight the findings already acquired and some directions for further research.
It is evident that consumers are already open to using reusable packaging. To further encourage this behaviour, it is crucial to increase public knowledge and understanding of the advantages of such systems. Public education campaigns should emphasise the combined benefits of social and personal value, including potential financial savings. These efforts also align with Plastics Europe’s recently published vision of a circular economy (2024), which stresses the importance of reuse and recycling.
The research findings suggest that customers can feel confident in the benefits of using reusable packaging, such as its speed, efficiency, ease of use, and convenience, when shopping for sustainable groceries. Retailers must inform their customers about the environmental benefits of using reusable packaging. These include reduced packaging waste and eliminating the need for disposable packaging. Sustainable packing methods do not necessarily incur additional expenses compared to traditional options.
Both retailers and producers have a significant responsibility in fostering the use of reusable packaging systems. They can do this by offering practical and financially advantageous alternatives that motivate consumers to adopt these eco-friendly practices. Since reusable packaging options are currently limited in conventional grocery stores, the authors advocate for designers, product managers, logistics experts, and other stakeholders in the value chain to incorporate reusable packaging systems for their products.
Despite the valuable insights gained, the study leaves behind some unanswered questions for future exploration. The researchers themselves identified potential avenues for further exploration, such as examining consumer awareness of reusable packaging, which was not addressed, or limiting their focus solely on packaging for liquids that are not food. Additionally, the participant pool’s gender distribution may have been suboptimal. Therefore, further study is still required. However, this in no way means that initiatives that are aligned with the principles of a circular economy and provide tangible environmental benefits would be unimportant.
Good to know
The research and writing were conducted at Ghent University. Awareness is also growing in Belgium that while packaging is essential, single-use packaging is far from an optimal solution.
References
Ellen MacArthur Foundation (2019). Reuse – Rethinking Packaging. https://ellenmacarthurfoundation.org/reuse-rethinking-packaging.
Heeremans et al. (2025). Packaging the future: Determinants of use intentions and incentive structures of reusable packaging systems. Resources, conservation and Recycling 212, 107961
Plastics Europe (2024). The Circular Economy for Plastics - A European Analysis
