Does Providing Information about the Environmental Benefits of Reusable Packaging Systems for Consumer Products Increase Consumers’ Willingness to Use Them?

Abstract

Systems for reusing packaging (e.g., refillable bottles for laundry detergent) have the potential to reduce plastic waste and lower the environmental impact of delivering products to consumers. However, despite the potential of reusable packaging, uptake of reuse systems is typically low and so the present research investigated whether informing consumers about these benefits increases their willingness to engage with reuse systems. A total of 969 participants were asked to imagine buying consumer products, such as laundry detergent in refillable bottles, and were then randomly allocated to either receive information on the potential environmental benefit of (i) their using the scheme, (ii) the scheme as a whole, or (iii) no information. The findings suggested that the information increased consumers’ awareness of the environmental impact of reuse systems but did not increase their willingness to use such systems. This finding underscores the need for strategies that go beyond mere dissemination of information, to circumvent obstacles that prevent willing consumers from enacting desirable behaviours.