Can active and intelligent packaging support sustainability in food sector? Insights from a consumer's viewpoint

Recent advances in the food packaging industry that improves product preservation and support sustainability make it increasingly important to understand how consumers perceive these changes. Building on Cue Utilization theory, the purpose of this study is to evaluate how consumers infer their perception of packaging sustainability in their purchase intention of Active and Intelligent packaging. On a sample of 1489 European consumers, the results of a quantitative methodology based on partial least squares structural equation model (PLS-SEM) show that the intention to purchase is positively related to the direct environmental impact (manufacture, materials, durability, and end-of-life management) and the indirect impact (food waste reduction) and the social sustainability of packaging. However, no significant relationship was found regarding packaging's economic function. Packaging attributes are an essential part of decision making. Industrial and waste managers can use our results to align packaging innovations with sustainability and waste management policies to facilitate their purchase intention. It is crucial to emphasize the environmental and social benefits while ensuring that perceived value outweighs any potential cost concerns.