A new study by researchers at University of Massachusetts Amherst has revealed a gap between consumer perceptions and the actual sustainability of orange juice packaging.
The study, Unpacking Consumer Preferences: Perceptions and Sustainability of Packaging Material for Orange Juice, which was published in the journal Sustainability, surveyed 847 respondents to understand their preferences about different packaging materials.
Notably, price was identified as the primary factor influencing purchase decisions when it came to orange juice, more significant than the type of packaging.
Perceptions about glass packaging
In terms of packaging, however, consumers predominantly preferred glass packaging, believing it to be the most sustainable option. Glass was rated as the top choice for sustainability, followed by cartons, aluminum, and plastic.
The ‘ideal’ orange juice was one packaged in glass, labeled as 100% recyclable, locally produced, and priced at $1.10 per 12 fl. oz, according to the respondents.
However, the study’s findings challenge the perceived sustainability of glass. The research found that plastic packaging, especially in aseptic forms, has lower production and end-of-life impacts compared to glass.
The authors noted that glass production and recycling are more energy-intensive and result in higher transportation costs due to the weight of glass containers. In contrast, carton packaging – or even plastic packaging – is more energy-efficient in both production and transportation.
‘Despite glass being idealised as being the most sustainable, other packaging types may be more sustainable,’ the study noted.
Education needed
The study advocates for greater consumer education to align perceptions with actual sustainability assessments. Educating consumers about the true sustainability of packaging materials can help them make more informed and sustainable choices.
‘Insights about consumers’ food packaging choices and attitudes will guide the development of sustainable products that meet consumer needs,’ the study noted. ‘These insights highlight specific areas to focus consumer education regarding food packaging and materials to empower consumers to make more sustainable choices where possible.’ Read the full study here.
