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Consumer Acceptance and Preferences Towards Sustainable Product Packaging

Principal Supervisor

Dr Ashlee Morgan

Associate Supervisor

Dr Stephanie Meek

Abstract

This research aims to investigate consumer acceptance and preferences towards sustainable product packaging. By examining consumer perceptions, expectations and purchasing behaviour of sustainable packaging, this project will provide significant societal value and drive sustainable business innovation. The research will use a mixed-methods approach, including focus groups and surveys to gather consumer data. Focus will be on exploring generational and cultural influences on attitudes and expectations. The expected outcomes include insights into consumer perceptions of benefits and barriers to adopting sustainable packaging, and recommendations for organisations on effectively promoting these products. This will contribute to the development of consumer-aligned strategies, meeting regulatory demands, driving innovation, and fostering broader acceptance of environmentally friendly packaging alternatives.

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