Impacts of consumers’ perceived risks in eco-design packaging on food wastage behaviors
Tian Zeng
Abstract
Purpose Packaging links products to consumers by delivering messages to promote healthy food consumption and reduce wastage. However, studies point to a knowledge gap and skepticism among consumers regarding the impact of eco-design packaging on food wastage reduction. To demystify this skepticism and fill the knowledge gap, this study aims to examine consumers’ perceived risks in eco-design packaging and their impact on consumer food wastage. Design/methodology/approach A survey was conducted to identify consumer-perceived risks in eco-design packaging and explain whether, and why, some dimensions of perceived risk are more influential on consumer food wastage decisions. Findings Consumers are prevented by financial, physical, functional, temporal and social factors from adopting eco-design packaging. Through structural equation modeling, we find consumer perceived risks in eco-design packaging influence their food wastage decisions through health consciousness and environmental awareness. Practical implications This study provides practical suggestions for packaging manufacturers, the food industry and policymakers. Originality/value Drawing on the perceived risk theory, this research highlights that the impacts of consumer-perceived risks differ, depending on the dimensions considered in their food wastage decision.