Consumer attitudes toward single-use food packaging: an Italian case study
Main Article Content
Keywords
Consumer behavior; Environmental policy; Single-use plastics; Socio-demographic factors; Sustainability
Abstract
In response to growing concerns about plastic pollution and the need for sustainable alternatives, this study investigates how Italian consumers perceive and engage with single-use plastic packaging in the food sector. Using data collected from 2,269 respondents through an online survey, the research examines how sociodemographic characteristics shape motivations, behaviors, and support for regulatory interventions. Results show that 74% of respondents are strongly motivated to reduce single-use plastics, and 81% consider the environmental impacts to be highly relevant. Women, older individuals, those with higher education, and respondents in better economic conditions display significantly higher pro-environmental engagement, including more frequent purchasing of nonplastic packaging and stronger support for regulation. In contrast, Generation Z consistently emerges as the least engaged group, reporting lower motivation, weaker support for policy measures, and the lowest willingness to pay for biodegradable alternatives. These insights highlight the need for differentiated policies and communication strategies that consider the diversity of consumer profiles. Overall, these findings provide actionable evidence for developing targeted policy tools to reduce plastic use in the agri-food sector.
References
Aprile, M.C. and Fiorillo, D. 2023. Other-regarding preferences in pro-environmental behaviours: Empirical analysis and policy implications of organic and local food products purchasing in Italy. Journal of Environmental Management 343: 118174. https://doi.org/10.1016/j.jenvman.2023.118174
Barone, A.S., Maragoni-Santos, C., Farias, P.M.D., Cortat, C.M.G., Maniglia, B.C., Ongaratto, R.S., Ferreira, S. and Fai, A.E.C. 2025. Rethinking single-use plastics: Innovations, polices, consumer awareness and market shaping biodegradable solutions in the packaging industry. Trends in Food Science & Technology 158: 104906. https://doi.org/10.1016/j.tifs.2025.104906
Bonferroni, C.E. 1936. Teoria statistica delle classi e calcolo delle probabilità. Pubblicazioni del R. Istituto Superiore di Scienze Economiche e Commerciali di Firenze.
Breuer, L., Berenice Fischer, S. and Terlau, W. 2024. Exploring consumer attitudes toward reusable takeaway packaging: An empirical study in Germany. International Journal on Food System Dynamics 15(6): 612–622. https://doi.org/10.18461/ijfsd.v15i6.N3
Brunori G., Prosperi, P., Rovai, M. and Zollet, S. 2024. Sustainable food systems and consumer engagement: Challenges and opportunities for inclusive transitions.
Bio-based and Applied Economics 13(1): 87–101, https://doi.org/10.36253/bae-14003
Bulut, Z.A., Kökalan Çımrin, F. and Doğan, O. 2017. Gender, generation and sustainable consumption: Exploring the behaviour of consumers from Izmir, Turkey. International Journal of Consumer Studies 41(6): 597–604. https://doi.org/10.1111/ijcs.12371
Canavari, M., Nocella, G. and Scarpa, R. 2005. Stated willingness-to-pay for organic fruit and pesticide ban: An evaluation using both web-based and face-to-face interviewing. Journal of Food Products Marketing 11(3): 107–134. https://doi.org/10.1300/J038v11n03_07
Cao, Y., Otsuka, A., Teah, H.Y., Kanematsu, Y. and Kikuchi, Y. 2025. Consumers’ knowledge, perceptions, and preferences regarding bioplastics: Evidence from a survey in Japan. Sustainable Production and Consumption 55, Article 102. https://doi.org/10.1016/j.spc.2025.02.003
Casadei, M., Finizio, M., Serdült, V., Zafeiropoulos, K. and Peeva, V. 2024. EU infringements: Italy rises to 65 procedures as other European countries go. Il Sole 24 Ore. https://en.ilsole24ore.com/art/eu-infringements-italy-rises-65-procedures-as-other-european-countries-go-AGmiBIU
Czine, P., Gorton, M., Bauerné Gáthy, A., Vuk, A., Balogh, P., Chou, Y. and Áron Török. 2025. Bottling it? Consumer responses to less environmentally friendly products: A choice experiment for water in plastic packaging in the UK. Journal of Environmental Management 373: 123649. https://doi.org/10.1016/j.jenvman.2024.123649
D’Acunto, D., Filieri, R. and Okumus, F. 2025. The Gen Z attitude-behavior gap in sustainability-framed eWOM: A generational cohort theory perspective. International Journal of Hospitality Management 129: 104194. https://doi.org/10.1016/j.ijhm.2025.104194
D’Ascenzo, F., Vinci, G., Cancer, G., Ruggeri, M. and Savastano, M. 2025. The evaluation of corporate sustainability strategies in Italy: Challenges and opportunity of recycled packaging. Sustainability 17(8): 3608. https://doi.org/10.3390/su17083608
De Fano, D., Schena, R. and Russo, A. 2022. Empowering plastic recycling: Empirical investigation on the influence of social media on consumer behavior. Resources, Conservation and Recycling 182: 106269. https://doi.org/10.1016/j.resconrec.2022.106269
Drechsel, P., Kracklauer, A.H., Menrad, K. and Decker, T. 2025. Packaging for a greener tomorrow: A structural equation model of consumer intentions to purchase environmentally friendly packaged foods in Germany. Cleaner and Responsible Consumption 17: 100275. https://doi.org/10.1016/j.clrc.2025.100275
Du, C. 2024. Defending against environmental threats: Unveiling household adaptation strategies and population heterogeneity. Environment International 190, 108858. https://doi.org/10.1016/j.envint.2024.108858
Dunn, O.J. 1964. Multiple comparisons using rank sums. Technometrics 6(3): 241–252.
Echavarren, J.M. 2023. The gender gap in environmental concern: Support for an ecofeminist perspective and the role of gender egalitarian attitudes. Sex Roles 89(9–10): 610–623. https://doi.org/10.1007/s11199-023-01397-3
Elgaaïed-Gambier, L. 2016. Who buys overpackaged grocery products and why? Understanding consumers’ reactions to overpackaging in the food sector. Journal of Business Ethics, 135(4), 683-698. https://doi.org/10.1007/s10551-014-2491-2
European Commission. 2015. Closing the loop—An EU action plan for the circular economy (COM(2015) 614 final). Brussels: European Commission https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:52015DC0614
European Commission. 2018. A European strategy for plastics in a circular economy (COM(2018) 28 final). Brussels: European Commission. https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A52018DC0028
European Parliament & Council of the European Union. 2019. Directive (EU) 2019/904 on the reduction of the impact of certain plastic products on the environment. Official Journal of the European Union L 155: 1–19. https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:32019L0904
European Commission. 2020. A new circular economy action plan: For a cleaner and more competitive Europe (COM(2020) 98 final. Brussels: European Commission. https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A52020DC0098
European Commission. 2022. Proposal for a regulation on packaging and packaging waste (COM(2022) 677 final). Brussels: European Commission. https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:52022PC0677
European Commission. 2025. Regulation (EU) 2025/351 on packaging and packaging waste and Packaging and Packaging Waste Regulation (PPWR). Official Journal of the European Union.
FAO. 2021. Assessment of agricultural plastics and their sustainability. A call for action. Rome. https://doi.org/10.4060/cb7856en
Fernqvist, F., Olsson, A., and Spendrup, S. 2015. What’s in it for me? Food packaging and consumer responses, a focus group study. British Food Journal, 117(3), 1122-1135. https://doi.org/10.1108/BFJ-08-2013-0224
Fiore, M., Fraterrigo Garofalo, S., Migliavacca, A., Mansutti, A., Fino, D. and Tommasi, T. 2022. Tackling marine microplastics pollution: An overview of existing solutions. Water, Air, & Soil Pollution 233(7): 276. https://doi.org/10.1007/s11270-022-05715-5
Frantzi, S., Brouwer, R., Watkins, E., Van Beukering, P., Cunha, M.C., Dijkstra, H., Duijndam, S., Jaziri, H., Okoli, I.C., Pantzar, M., Rada Cotera, I., Rehdanz, K., Seidel, K. and Triantaphyllidis, G. 2021. Adoption and diffusion of marine litter clean-up technologies across European seas: Legal, institutional and financial drivers and barriers. Marine Pollution Bulletin 170: 112611. https://doi.org/10.1016/j.marpolbul.2021.112611
Grunert, K.G. 2011. Sustainability in the food sector: A consumer behaviour perspective. International Journal on Food System Dynamics 2(3): 207–218.
Gupta, M. 2016. Willingness to pay for carbon tax: A study of Indian road passenger transport. Transport Policy 45: 46–54. https://doi.org/10.1016/j.tranpol.2015.09.001
Herrmann, C., Rhein, S. and Sträter, K.F. 2022. Consumers’ sustainability-related perception of and willingness-to-pay for food packaging alternatives. Resources, Conservation and Recycling 181: 106219. https://doi.org/10.1016/j.resconrec.2022.106219
Kayam, O. and Hirsch, T. 2012. Using social media networks to conduct questionnaire based research in social studies case study: family language policy. Journal of Sociological Research. 32. https://doi.org/10.5296/jsr.v3i2.2176.
Kirbiš, A. 2023. Environmental Attitudes among youth: How much do the educational characteristics of parents and young people matter? Sustainability 15(15): 11921. https://doi.org/10.3390/su151511921
Kruskal, W.H. and Wallis, W.A. 1952. Use of ranks in one-criterion variance analysis. Journal of the American Statistical Association 47(260): 583–621.
Li, D., Zhao, L., Ma, S., Shao, S. and Zhang, L. 2019. What influences an individual’s pro-environmental behavior? A literature review. Resources, Conservation and Recycling 146: 28–34. https://doi.org/10.1016/j.resconrec.2019.03.024
Lodi, C., Sacchi, A. and Vidoli, F. 2025. Gender politics, environmental behaviours, and local territories: Evidence from Italian municipalities. The Annals of Regional Science 74(2): 52. https://doi.org/10.1007/s00168-025-01377-3
Macht, J., Klink-Lehmann, J. and Venghaus, S. 2023. Eco-friendly alternatives to food packed in plastics: German consumers’ purchase intentions for different bio-based packaging strategies. Food Quality and Preference 109: 104884. https://doi.org/10.1016/j.foodqual.2023.104884
Maesano, G., Canavari, M. and Coderoni, S. 2025. Consumers’ perceptions and willingness to pay for a hypothetical microplastics-free labelled bottled water: An empirical study in Italy. Environmental Challenges 101280. https://doi.org/10.1016/j.envc.2025.101280
Mann, H.B. and Whitney, D.R. 1947. On a test of whether one of two random variables is stochastically larger than the other. Annals of Mathematical Statistics 18(1): 50–60.
Meloni, A., Fornara, F. and Carrus, G. (2019). Predicting pro-environmental behaviors in the urban context: The direct or moderated effect of urban stress, city identity, and worldviews. Cities, 88, 83–90. https://doi.org/10.1016/j.cities.2019.01.001
Meziani, L., Hammoudi, A., Radjef, M.S. and Perito, M.A. 2024. How to reduce post-harvest losses? A theoretical assessment of a support policy versus a regulation policy. Revue d'économie politique 134(1): 49–80.
Migliore, G., Schifani, G. and Cembalo, L. 2015. Opening the black box of food quality in the short supply chain: Effects of conventions of quality on consumer choice. Food Quality and Preference 39: 141–146. https://doi.org/10.1016/j.foodqual.2014.07.006
Mohamed Noor, M.F.B., Matthew, N.K. and Puan, C.L. 2024. Consumers’ willingness to pay for an increase fee in biodegradable plastic bag use in Bandar Baru Bangi, Selangor, Malaysia. SAGE Open 14(2): Article 21582440241244668. https://doi.org/10.1177/21582440241244668
Meyer, A. 2015. Does education increase pro-environmental behavior? Evidence from Europe. Ecological Economics 116: 108–121. https://doi.org/10.1016/j.ecolecon.2015.04.018
Ngah, N.S., Abd Aziz, N. and Mohd Hussain, A. 2025. Eco-conscious choices: The role of environmental concern and economic condition in reducing plastic waste. International Journal of Research and Innovation in Social Science 9(14): 141–149.
Nuojua, S., Pahl, S. and Thompson, R.C. 2024. Plastic alternatives and substitutes in the packaging sector—A UK consumer perspective. Sustainable Production and Consumption 46: 68–81. https://doi.org/10.1016/j.spc.2024.02.019
Peñasco, C. 2024. From policy to practice: The role of national policy instruments and social barriers in UK energy efficiency adoption in households. Energy Policy 194: 114308. https://doi.org/10.1016/j.enpol.2024.114308
Pieniak, Z., Verbeke, W., Vanhonacker, F., Guerrero, L. and Hersleth, M. 2010. Association between traditional food consumption and motives for food choice in six European countries. Appetite 54(2): 287–294. https://doi.org/10.1016/j.appet.2009.05.019
Pettipas, S., Bernier, M. and Walker, T.R. 2016. A Canadian policy framework to mitigate plastic marine pollution. Marine Policy 68, 117–122. https://doi.org/10.1016/j.marpol.2016.02.025
Pew Research Center. 2021. Gen Z, millennials stand out for climate change activism, social media engagement with the issue. https://www.pewresearch.org/science/2021/05/26/gen-z-millennials-stand-out-for-climate-change-activism-social-media-engagement-with-issue/
Proi, M., Coderoni, S. and Perito, M. A. 2025. Italian consumers and cultured meat: risk, preferences, and politics. Sustainable Futures 10, 101326. https://doi.org/10.1016/j.sftr.2025.101326
Qadri, H.M.U.D., Zafar, M.B., Ali, H. and Tahir, M. 2025. Wealth, wisdom, and the will to protect: An examination of socioeconomic influences on environmental behavior. Social Indicators Research. https://doi.org/10.1007/s11205-025-03563-4
Qing, W., Wang, Y., Zhang, Y., Han, J. and Li, C. 2022. How does urbanization affect citizens’ pro-environment behavior? A hierarchical analysis of the Chinese general social survey. Frontiers in Environmental Science 10: 880852. https://doi.org/10.3389/fenvs.2022.880852
Rabiu, M.K. and Jaeger-Erben, M. 2024. Reducing single-use plastic in everyday social practices: Insights from a living lab experiment. Resources, Conservation and Recycling 200: 107303. https://doi.org/10.1016/j.resconrec.2023.107303
Rhein, S. and Schmid, M. 2020. Consumers’ awareness of plastic packaging: More than just environmental concerns. Resources, Conservation and Recycling 162: 105063. https://doi.org/10.1016/j.resconrec.2020.105063
Santos, B. 2022. Italy failing to comply with single-use plastics directive. Sustainable Plastics. https://www.sustainableplastics.com/news/italy-failing-comply-single-use-plastics-directive
Schouten, M.A., Rejeb, I.B., Khamassi, F., Tinyiro, S.E., Aruho, C., Kabenge, I., ... & Romani, S. 2025. Sustainable food packaging system: Status of regulatory initiatives and issues on plastic use in Tunisia, Kenya, Uganda and Tanzania African countries. Trends in Food Science & Technology 105143. https://doi.org/10.1016/j.tifs.2025.105143
Senese, A., Pecci, M., Ambrosini, R. and Diolaiuti, G.A. 2023. MOUNTAINPLAST: A New Italian plastic footprint with a focus on mountain activities. Sustainability 15(8): 7017. https://doi.org/10.3390/su15087017
Song, Q., Wang, Z. and Li, J. 2012. Residents’ behaviors, attitudes, and willingness to pay for recycling e-waste in Macau. Journal of Environmental Management 106: 8–16.
Sörqvist, P., Langeborg, L. and Marsh, J.E. 2016. Social desirability does not underpin the eco-label effect on product judgments. Food Quality and Preference 50: 82–87. https://doi.org/10.1016/j.foodqual.2016.01.010
Springer Professional. 2019, March 15. Die Gen Z konsumiert mit Bedacht. https://www.springerprofessional.de/konsumforschung/kommunikation/gen-z/16540752
Tan, W., Cui, D. and Xi, B. 2021. Moving policy and regulation forward for single-use plastic alternatives. Frontiers of Environmental Science & Engineering 15(3): 50. https://doi.org/10.1007/s11783-021-1423-5
Thiene, M. and Meyerhoff, J. 2020. Eliciting preferences using stated choice experiments. Bio-based and Applied Economics 9(3): 223–223.
Thøgersen, J. 2010. Country differences in sustainable consumption: The case of organic food. Journal of Macromarketing 30(2): 171–185. https://doi.org/10.1177/0276146710361926
Thushari, G.G.N. and Senevirathna, J.D.M. 2020. Plastic pollution in the marine environment. Heliyon 6(8): e04709. https://doi.org/10.1016/j.heliyon.2020.e04709
Ting, H., Memon, M.A., Thurasamy, R. and Cheah, J.H. 2025. Snowball sampling: A review and guidelines for survey research. Asian Journal of Business Research 15(1): 1–15
Tudor, D.T. and Williams, A.T. 2021. The effectiveness of legislative and voluntary strategies to prevent ocean plastic pollution: Lessons from the UK and South Pacific. Marine Pollution Bulletin 172: 112778. https://doi.org/10.1016/j.marpolbul.2021.112778
Viaggi, D., Bartolini, F. and Raggi, M. 2021. The Bioeconomy in economic literature: Looking back, looking ahead. Bio-Based and Applied Economics 10(3); 169–184. https://doi.org/10.36253/bae-10881
Vicente-Molina, M.A., Fernández-Sainz, A. and Izagirre-Olaizola, J. 2018. Does gender make a difference in pro-environmental behavior? The case of the Basque Country university students. Journal of Cleaner Production 176: 89–98. https://doi.org/10.1016/j.jclepro.2017.12.079
Walker, T.R., McGuinty, E., Charlebois, S. and Music, J. 2021. Single-use plastic packaging in the Canadian food industry: Consumer behavior and perceptions. Humanities and Social Sciences Communications 8(1): 80. https://doi.org/10.1057/s41599-021-00747-4
Wang, Y., Hao, F. and Liu, Y. 2021. Pro-environmental behavior in an aging world: Evidence from 31 countries. International Journal of Environmental Research and Public Health 18(4): 1748. https://doi.org/10.3390/ijerph18041748
Wang, Q., Niu, G., Gan, X. and Cai, Q. 2022. Green returns to education: Does education affect pro-environmental attitudes and behaviors in China? PLOS One 17(2): e0263383. https://doi.org/10.1371/journal.pone.0263383
Xiao, C. and McCright, A.M. 2015. Gender differences in environmental concern: Revisiting the institutional trust hypothesis in the USA. Environment and Behavior 47(1): 17–37. https://doi.org/10.1177/00139165134915
Zhao, S., Tan, Q., Li, Y. and Li, J. 2025. Revealing determinants shaping the sustainable consumption of single-use plastic food container substitutes. Environmental Impact Assessment Review 110: 107670.
Zeng, K., Murayama, T., Nishikizawa, S. and Suwanteep, K. 2025. Public willingness to pay for sustainable consumption: Case of bioplastic medical masks. Circular Economy and Sustainability 5(2): 1345–1368. https://doi.org/10.1007/s43615-024-00484-1
Barone, A.S., Maragoni-Santos, C., Farias, P.M.D., Cortat, C.M.G., Maniglia, B.C., Ongaratto, R.S., Ferreira, S. and Fai, A.E.C. 2025. Rethinking single-use plastics: Innovations, polices, consumer awareness and market shaping biodegradable solutions in the packaging industry. Trends in Food Science & Technology 158: 104906. https://doi.org/10.1016/j.tifs.2025.104906
Bonferroni, C.E. 1936. Teoria statistica delle classi e calcolo delle probabilità. Pubblicazioni del R. Istituto Superiore di Scienze Economiche e Commerciali di Firenze.
Breuer, L., Berenice Fischer, S. and Terlau, W. 2024. Exploring consumer attitudes toward reusable takeaway packaging: An empirical study in Germany. International Journal on Food System Dynamics 15(6): 612–622. https://doi.org/10.18461/ijfsd.v15i6.N3
Brunori G., Prosperi, P., Rovai, M. and Zollet, S. 2024. Sustainable food systems and consumer engagement: Challenges and opportunities for inclusive transitions.
Bio-based and Applied Economics 13(1): 87–101, https://doi.org/10.36253/bae-14003
Bulut, Z.A., Kökalan Çımrin, F. and Doğan, O. 2017. Gender, generation and sustainable consumption: Exploring the behaviour of consumers from Izmir, Turkey. International Journal of Consumer Studies 41(6): 597–604. https://doi.org/10.1111/ijcs.12371
Canavari, M., Nocella, G. and Scarpa, R. 2005. Stated willingness-to-pay for organic fruit and pesticide ban: An evaluation using both web-based and face-to-face interviewing. Journal of Food Products Marketing 11(3): 107–134. https://doi.org/10.1300/J038v11n03_07
Cao, Y., Otsuka, A., Teah, H.Y., Kanematsu, Y. and Kikuchi, Y. 2025. Consumers’ knowledge, perceptions, and preferences regarding bioplastics: Evidence from a survey in Japan. Sustainable Production and Consumption 55, Article 102. https://doi.org/10.1016/j.spc.2025.02.003
Casadei, M., Finizio, M., Serdült, V., Zafeiropoulos, K. and Peeva, V. 2024. EU infringements: Italy rises to 65 procedures as other European countries go. Il Sole 24 Ore. https://en.ilsole24ore.com/art/eu-infringements-italy-rises-65-procedures-as-other-european-countries-go-AGmiBIU
Czine, P., Gorton, M., Bauerné Gáthy, A., Vuk, A., Balogh, P., Chou, Y. and Áron Török. 2025. Bottling it? Consumer responses to less environmentally friendly products: A choice experiment for water in plastic packaging in the UK. Journal of Environmental Management 373: 123649. https://doi.org/10.1016/j.jenvman.2024.123649
D’Acunto, D., Filieri, R. and Okumus, F. 2025. The Gen Z attitude-behavior gap in sustainability-framed eWOM: A generational cohort theory perspective. International Journal of Hospitality Management 129: 104194. https://doi.org/10.1016/j.ijhm.2025.104194
D’Ascenzo, F., Vinci, G., Cancer, G., Ruggeri, M. and Savastano, M. 2025. The evaluation of corporate sustainability strategies in Italy: Challenges and opportunity of recycled packaging. Sustainability 17(8): 3608. https://doi.org/10.3390/su17083608
De Fano, D., Schena, R. and Russo, A. 2022. Empowering plastic recycling: Empirical investigation on the influence of social media on consumer behavior. Resources, Conservation and Recycling 182: 106269. https://doi.org/10.1016/j.resconrec.2022.106269
Drechsel, P., Kracklauer, A.H., Menrad, K. and Decker, T. 2025. Packaging for a greener tomorrow: A structural equation model of consumer intentions to purchase environmentally friendly packaged foods in Germany. Cleaner and Responsible Consumption 17: 100275. https://doi.org/10.1016/j.clrc.2025.100275
Du, C. 2024. Defending against environmental threats: Unveiling household adaptation strategies and population heterogeneity. Environment International 190, 108858. https://doi.org/10.1016/j.envint.2024.108858
Dunn, O.J. 1964. Multiple comparisons using rank sums. Technometrics 6(3): 241–252.
Echavarren, J.M. 2023. The gender gap in environmental concern: Support for an ecofeminist perspective and the role of gender egalitarian attitudes. Sex Roles 89(9–10): 610–623. https://doi.org/10.1007/s11199-023-01397-3
Elgaaïed-Gambier, L. 2016. Who buys overpackaged grocery products and why? Understanding consumers’ reactions to overpackaging in the food sector. Journal of Business Ethics, 135(4), 683-698. https://doi.org/10.1007/s10551-014-2491-2
European Commission. 2015. Closing the loop—An EU action plan for the circular economy (COM(2015) 614 final). Brussels: European Commission https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:52015DC0614
European Commission. 2018. A European strategy for plastics in a circular economy (COM(2018) 28 final). Brussels: European Commission. https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A52018DC0028
European Parliament & Council of the European Union. 2019. Directive (EU) 2019/904 on the reduction of the impact of certain plastic products on the environment. Official Journal of the European Union L 155: 1–19. https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:32019L0904
European Commission. 2020. A new circular economy action plan: For a cleaner and more competitive Europe (COM(2020) 98 final. Brussels: European Commission. https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A52020DC0098
European Commission. 2022. Proposal for a regulation on packaging and packaging waste (COM(2022) 677 final). Brussels: European Commission. https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:52022PC0677
European Commission. 2025. Regulation (EU) 2025/351 on packaging and packaging waste and Packaging and Packaging Waste Regulation (PPWR). Official Journal of the European Union.
FAO. 2021. Assessment of agricultural plastics and their sustainability. A call for action. Rome. https://doi.org/10.4060/cb7856en
Fernqvist, F., Olsson, A., and Spendrup, S. 2015. What’s in it for me? Food packaging and consumer responses, a focus group study. British Food Journal, 117(3), 1122-1135. https://doi.org/10.1108/BFJ-08-2013-0224
Fiore, M., Fraterrigo Garofalo, S., Migliavacca, A., Mansutti, A., Fino, D. and Tommasi, T. 2022. Tackling marine microplastics pollution: An overview of existing solutions. Water, Air, & Soil Pollution 233(7): 276. https://doi.org/10.1007/s11270-022-05715-5
Frantzi, S., Brouwer, R., Watkins, E., Van Beukering, P., Cunha, M.C., Dijkstra, H., Duijndam, S., Jaziri, H., Okoli, I.C., Pantzar, M., Rada Cotera, I., Rehdanz, K., Seidel, K. and Triantaphyllidis, G. 2021. Adoption and diffusion of marine litter clean-up technologies across European seas: Legal, institutional and financial drivers and barriers. Marine Pollution Bulletin 170: 112611. https://doi.org/10.1016/j.marpolbul.2021.112611
Grunert, K.G. 2011. Sustainability in the food sector: A consumer behaviour perspective. International Journal on Food System Dynamics 2(3): 207–218.
Gupta, M. 2016. Willingness to pay for carbon tax: A study of Indian road passenger transport. Transport Policy 45: 46–54. https://doi.org/10.1016/j.tranpol.2015.09.001
Herrmann, C., Rhein, S. and Sträter, K.F. 2022. Consumers’ sustainability-related perception of and willingness-to-pay for food packaging alternatives. Resources, Conservation and Recycling 181: 106219. https://doi.org/10.1016/j.resconrec.2022.106219
Kayam, O. and Hirsch, T. 2012. Using social media networks to conduct questionnaire based research in social studies case study: family language policy. Journal of Sociological Research. 32. https://doi.org/10.5296/jsr.v3i2.2176.
Kirbiš, A. 2023. Environmental Attitudes among youth: How much do the educational characteristics of parents and young people matter? Sustainability 15(15): 11921. https://doi.org/10.3390/su151511921
Kruskal, W.H. and Wallis, W.A. 1952. Use of ranks in one-criterion variance analysis. Journal of the American Statistical Association 47(260): 583–621.
Li, D., Zhao, L., Ma, S., Shao, S. and Zhang, L. 2019. What influences an individual’s pro-environmental behavior? A literature review. Resources, Conservation and Recycling 146: 28–34. https://doi.org/10.1016/j.resconrec.2019.03.024
Lodi, C., Sacchi, A. and Vidoli, F. 2025. Gender politics, environmental behaviours, and local territories: Evidence from Italian municipalities. The Annals of Regional Science 74(2): 52. https://doi.org/10.1007/s00168-025-01377-3
Macht, J., Klink-Lehmann, J. and Venghaus, S. 2023. Eco-friendly alternatives to food packed in plastics: German consumers’ purchase intentions for different bio-based packaging strategies. Food Quality and Preference 109: 104884. https://doi.org/10.1016/j.foodqual.2023.104884
Maesano, G., Canavari, M. and Coderoni, S. 2025. Consumers’ perceptions and willingness to pay for a hypothetical microplastics-free labelled bottled water: An empirical study in Italy. Environmental Challenges 101280. https://doi.org/10.1016/j.envc.2025.101280
Mann, H.B. and Whitney, D.R. 1947. On a test of whether one of two random variables is stochastically larger than the other. Annals of Mathematical Statistics 18(1): 50–60.
Meloni, A., Fornara, F. and Carrus, G. (2019). Predicting pro-environmental behaviors in the urban context: The direct or moderated effect of urban stress, city identity, and worldviews. Cities, 88, 83–90. https://doi.org/10.1016/j.cities.2019.01.001
Meziani, L., Hammoudi, A., Radjef, M.S. and Perito, M.A. 2024. How to reduce post-harvest losses? A theoretical assessment of a support policy versus a regulation policy. Revue d'économie politique 134(1): 49–80.
Migliore, G., Schifani, G. and Cembalo, L. 2015. Opening the black box of food quality in the short supply chain: Effects of conventions of quality on consumer choice. Food Quality and Preference 39: 141–146. https://doi.org/10.1016/j.foodqual.2014.07.006
Mohamed Noor, M.F.B., Matthew, N.K. and Puan, C.L. 2024. Consumers’ willingness to pay for an increase fee in biodegradable plastic bag use in Bandar Baru Bangi, Selangor, Malaysia. SAGE Open 14(2): Article 21582440241244668. https://doi.org/10.1177/21582440241244668
Meyer, A. 2015. Does education increase pro-environmental behavior? Evidence from Europe. Ecological Economics 116: 108–121. https://doi.org/10.1016/j.ecolecon.2015.04.018
Ngah, N.S., Abd Aziz, N. and Mohd Hussain, A. 2025. Eco-conscious choices: The role of environmental concern and economic condition in reducing plastic waste. International Journal of Research and Innovation in Social Science 9(14): 141–149.
Nuojua, S., Pahl, S. and Thompson, R.C. 2024. Plastic alternatives and substitutes in the packaging sector—A UK consumer perspective. Sustainable Production and Consumption 46: 68–81. https://doi.org/10.1016/j.spc.2024.02.019
Peñasco, C. 2024. From policy to practice: The role of national policy instruments and social barriers in UK energy efficiency adoption in households. Energy Policy 194: 114308. https://doi.org/10.1016/j.enpol.2024.114308
Pieniak, Z., Verbeke, W., Vanhonacker, F., Guerrero, L. and Hersleth, M. 2010. Association between traditional food consumption and motives for food choice in six European countries. Appetite 54(2): 287–294. https://doi.org/10.1016/j.appet.2009.05.019
Pettipas, S., Bernier, M. and Walker, T.R. 2016. A Canadian policy framework to mitigate plastic marine pollution. Marine Policy 68, 117–122. https://doi.org/10.1016/j.marpol.2016.02.025
Pew Research Center. 2021. Gen Z, millennials stand out for climate change activism, social media engagement with the issue. https://www.pewresearch.org/science/2021/05/26/gen-z-millennials-stand-out-for-climate-change-activism-social-media-engagement-with-issue/
Proi, M., Coderoni, S. and Perito, M. A. 2025. Italian consumers and cultured meat: risk, preferences, and politics. Sustainable Futures 10, 101326. https://doi.org/10.1016/j.sftr.2025.101326
Qadri, H.M.U.D., Zafar, M.B., Ali, H. and Tahir, M. 2025. Wealth, wisdom, and the will to protect: An examination of socioeconomic influences on environmental behavior. Social Indicators Research. https://doi.org/10.1007/s11205-025-03563-4
Qing, W., Wang, Y., Zhang, Y., Han, J. and Li, C. 2022. How does urbanization affect citizens’ pro-environment behavior? A hierarchical analysis of the Chinese general social survey. Frontiers in Environmental Science 10: 880852. https://doi.org/10.3389/fenvs.2022.880852
Rabiu, M.K. and Jaeger-Erben, M. 2024. Reducing single-use plastic in everyday social practices: Insights from a living lab experiment. Resources, Conservation and Recycling 200: 107303. https://doi.org/10.1016/j.resconrec.2023.107303
Rhein, S. and Schmid, M. 2020. Consumers’ awareness of plastic packaging: More than just environmental concerns. Resources, Conservation and Recycling 162: 105063. https://doi.org/10.1016/j.resconrec.2020.105063
Santos, B. 2022. Italy failing to comply with single-use plastics directive. Sustainable Plastics. https://www.sustainableplastics.com/news/italy-failing-comply-single-use-plastics-directive
Schouten, M.A., Rejeb, I.B., Khamassi, F., Tinyiro, S.E., Aruho, C., Kabenge, I., ... & Romani, S. 2025. Sustainable food packaging system: Status of regulatory initiatives and issues on plastic use in Tunisia, Kenya, Uganda and Tanzania African countries. Trends in Food Science & Technology 105143. https://doi.org/10.1016/j.tifs.2025.105143
Senese, A., Pecci, M., Ambrosini, R. and Diolaiuti, G.A. 2023. MOUNTAINPLAST: A New Italian plastic footprint with a focus on mountain activities. Sustainability 15(8): 7017. https://doi.org/10.3390/su15087017
Song, Q., Wang, Z. and Li, J. 2012. Residents’ behaviors, attitudes, and willingness to pay for recycling e-waste in Macau. Journal of Environmental Management 106: 8–16.
Sörqvist, P., Langeborg, L. and Marsh, J.E. 2016. Social desirability does not underpin the eco-label effect on product judgments. Food Quality and Preference 50: 82–87. https://doi.org/10.1016/j.foodqual.2016.01.010
Springer Professional. 2019, March 15. Die Gen Z konsumiert mit Bedacht. https://www.springerprofessional.de/konsumforschung/kommunikation/gen-z/16540752
Tan, W., Cui, D. and Xi, B. 2021. Moving policy and regulation forward for single-use plastic alternatives. Frontiers of Environmental Science & Engineering 15(3): 50. https://doi.org/10.1007/s11783-021-1423-5
Thiene, M. and Meyerhoff, J. 2020. Eliciting preferences using stated choice experiments. Bio-based and Applied Economics 9(3): 223–223.
Thøgersen, J. 2010. Country differences in sustainable consumption: The case of organic food. Journal of Macromarketing 30(2): 171–185. https://doi.org/10.1177/0276146710361926
Thushari, G.G.N. and Senevirathna, J.D.M. 2020. Plastic pollution in the marine environment. Heliyon 6(8): e04709. https://doi.org/10.1016/j.heliyon.2020.e04709
Ting, H., Memon, M.A., Thurasamy, R. and Cheah, J.H. 2025. Snowball sampling: A review and guidelines for survey research. Asian Journal of Business Research 15(1): 1–15
Tudor, D.T. and Williams, A.T. 2021. The effectiveness of legislative and voluntary strategies to prevent ocean plastic pollution: Lessons from the UK and South Pacific. Marine Pollution Bulletin 172: 112778. https://doi.org/10.1016/j.marpolbul.2021.112778
Viaggi, D., Bartolini, F. and Raggi, M. 2021. The Bioeconomy in economic literature: Looking back, looking ahead. Bio-Based and Applied Economics 10(3); 169–184. https://doi.org/10.36253/bae-10881
Vicente-Molina, M.A., Fernández-Sainz, A. and Izagirre-Olaizola, J. 2018. Does gender make a difference in pro-environmental behavior? The case of the Basque Country university students. Journal of Cleaner Production 176: 89–98. https://doi.org/10.1016/j.jclepro.2017.12.079
Walker, T.R., McGuinty, E., Charlebois, S. and Music, J. 2021. Single-use plastic packaging in the Canadian food industry: Consumer behavior and perceptions. Humanities and Social Sciences Communications 8(1): 80. https://doi.org/10.1057/s41599-021-00747-4
Wang, Y., Hao, F. and Liu, Y. 2021. Pro-environmental behavior in an aging world: Evidence from 31 countries. International Journal of Environmental Research and Public Health 18(4): 1748. https://doi.org/10.3390/ijerph18041748
Wang, Q., Niu, G., Gan, X. and Cai, Q. 2022. Green returns to education: Does education affect pro-environmental attitudes and behaviors in China? PLOS One 17(2): e0263383. https://doi.org/10.1371/journal.pone.0263383
Xiao, C. and McCright, A.M. 2015. Gender differences in environmental concern: Revisiting the institutional trust hypothesis in the USA. Environment and Behavior 47(1): 17–37. https://doi.org/10.1177/00139165134915
Zhao, S., Tan, Q., Li, Y. and Li, J. 2025. Revealing determinants shaping the sustainable consumption of single-use plastic food container substitutes. Environmental Impact Assessment Review 110: 107670.
Zeng, K., Murayama, T., Nishikizawa, S. and Suwanteep, K. 2025. Public willingness to pay for sustainable consumption: Case of bioplastic medical masks. Circular Economy and Sustainability 5(2): 1345–1368. https://doi.org/10.1007/s43615-024-00484-1
Article Sidebar
Published
Apr 16, 2026
Article Details
Section
Original Article
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
