Consumer behavior and willingness to pay for sustainable food packaging

Consumer preferences significantly influence the adoption of sustainable food packaging, yet behavioral inconsistencies persist between environmental concern and actual purchase decisions. This chapter aims to explore the determinants of consumer willingness to pay (WTP) for sustainable packaging by analyzing the roles of price sensitivity, trust in eco-labels, socio-demographic variables, packaging functionality, and perceived value. Key findings reveal that while consumers express strong proenvironmental attitudes, WTP is moderated by income, education, gender, and age, as well as clarity of sustainability claims and product-category relevance. Trust in third-party certifications and strategic sustainability messaging enhances perceived value and purchase intent, whereas greenwashing, limited knowledge, and performance concerns reduce WTP. Regional disparities also highlight the need for tailored policy and marketing approaches. The chapter identifies a critical need for standardized WTP assessment models, supportive policy frameworks, and accessible, high-performing bio-based alternatives. In conclusion, addressing behavioral, informational, and economic barriers is key to accelerating sustainable packaging adoption.