The Impact Of Digitalization On Consumer Behavior Towards Sustainable Food Packaging

The digitalization of consumer behavior has emerged as a pivotal area in understanding the adoption of sustainable practices, particularly in the domain of eco-friendly food packaging. This working paper investigates the impact of digital tools and platforms on consumer perceptions, attitudes, and behaviors toward sustainable food packaging. Using a quantitative approach, we administered a structured questionnaire to gather data on consumer preferences, barriers, and motivators for adopting eco-friendly packaging solutions. The findings reveal key insights into the drivers of consumer decisions, such as digital communication, environmental awareness, and packaging attributes like material composition and recyclability. Furthermore, the study highlights gaps between consumer intentions and actions, emphasizing the role of targeted digital strategies in bridging this divide. These results contribute to advancing theoretical frameworks on sustainable consumer behavior while offering actionable recommendations for practitioners aiming to enhance the adoption of environmentally conscious packaging. The research underscores the critical need for collaboration between stakeholders to optimize digital engagement strategies and promote sustainable consumption.