Research Article

Consumer Psychology Driving Factors for the Implementation of Sustainable Circular Economy Packaging

Yu-Yin Chen 1 * , Wan-Chia Wang 2 *
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1 Department of Radio and Television, Ming Chuan University, Taipei 111, Taiwan2 Department of Advertising and Strategic Marketing, Ming Chuan University, Taipei 111, Taiwan* Corresponding Author
International Journal of Business Studies and Innovation, 6(1), March 2026, 1-14, https://doi.org/10.35745/ijbsi2026v06.01.0001
Submitted: 29 March 2025, Published: 30 March 2026
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ABSTRACT

This study examines the psychological factors influencing consumer adoption of circular packaging within the context of increasing environmental concerns and sustainable consumption. With the proliferation of e-commerce and resulting packaging waste, circular packaging has emerged as a critical sustainable solution. However, its successful implementation depends significantly on consumer acceptance and behavior. Through a mixed-methods approach combining experimental design, focus group interviews, and quantitative surveys, this research investigates how environmental awareness, perceived value, price sensitivity, convenience requirements, and demographic factors shape consumer attitudes and behaviors toward circular packaging. Data from 210 participants revealed that price and convenience significantly impact adoption intentions, with education level moderating environmental awareness and sustainable behaviors. The findings demonstrate that enhancing consumer awareness about environmental benefits while addressing psychological barriers to adoption can substantially increase circular packaging acceptance. This research provides theoretical contributions to understanding consumer psychology in sustainable consumption contexts and practical insights for businesses and policymakers seeking to promote circular economy initiatives.
Keywords: Consumer psychology, Circular packaging, Sustainable consumption, Environmental attitudes, Behavioral intentions, Mixed-Methods research

CITATION (APA)

Chen, Y.-Y., & Wang, W.-C. (2026). Consumer Psychology Driving Factors for the Implementation of Sustainable Circular Economy Packaging. International Journal of Business Studies and Innovation, 6(1), 1-14. https://doi.org/10.35745/ijbsi2026v06.01.0001

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