Qualitative research on consumer preferences of sustainable packaging

Production of product packaging plays a significant role in the European Union's economy, and sustainability and environmental awareness are becoming increasingly important in consumer behavior. The aim of the research was to explore consumers' preferences regarding sustainable packaging and how their decisions are influenced by the social and regulatory environment conducting semi-structured interviews and additionally a projective technique has been applied. It can be concluded that the respondents generally have a positive attitude toward sustainable packaging, and environmental protection is important to them. Price sensitivity remains a significant barrier to the broader adoption of eco-friendly solutions. Media and influencers play an especially important role, as do regulations (such as the introduction of deposit systems). The interviews revealed that all respondents view recycling and sustainable packaging as important. However, their expectations for the future differ. Based on the research findings, it is clear, that several factors influence consumer preferences regarding sustainable packaging, namely consumer behavior, willingness to pay, external influences, and expectations for the future are closely interconnected. Purchasing decisions are significantly influenced by social effects, particularly from family and friends.