RT Journal Article
SR Electronic
T1 Consumer preferences for sustainable food packaging
JF Land Economics
JO Land Econ
FD University of Wisconsin Press
SP le.102.4.101524-0096R1
DO 10.3368/le.102.4.101524-0096R1
A1 Li, Xiaolei
A1 Jiang, Qi
A1 Hu, Wuyang
A1 Mao, Biqi
A1 Ren, Yanjun
YR 2026
UL http://le.uwpress.org/content/early/2026/04/06/le.102.4.101524-0096R1.abstract
AB The pollution caused by conventional plastic food packaging can pose a significant environmental challenge. Our study uses a discrete choice experiment to examine consumer preferences for various types of sustainable milk packaging. To reveal the behavioral mechanisms involved in decisions regarding sustainable packaging, we incorporate two behavioral choice frameworks: random utility maximization and random regret minimization. The results indicate that consumer preferences vary with the different behavioral frameworks, demonstrating significant heterogeneity in consumer tastes. Furthermore, consumer preferences for sustainable packaging are influenced by their purchase frequency, trust, and conservation awareness. Our findings support food industry’s sustainable transition and packaging adoption.