Creative Commons

This dissertation was written as part of the MSc in Strategic Product Design at the International Hellenic University. An increase in the amount of consuming packaging has put pressure on companies to take responsibility for the entire life - cycle of their product. This research projec t focused on factors affecting consumers’ willingness and behavior for packag ing and recyclability . Specifically, the project focused on the sustainability of packaging and attempted to find if an eco - friendly package affected a consumer’ s decision to purchase that product. The specific question asked was: “A re consumers willing t o buy a product based on how environment - friendly of its package is even if it has a higher price point than competing products , or if it goes against the consumer’s brand desire ? ” Research data was gathered through out a multi - page survey comprised of sixt een questions of varying complexity. Participants were primarily aged 18 - 5 0 + . It was found that participants seem to care a lot about the environment , although they tend to choose products based on price, quality , and brand rather than sustainability. The results of this study suggest that if people are informed more about environmental issues and how can be added to t heir daily life, probably will interest more to buy products with more sustainable packaging. In addition , companies have to try to not over price a product due to their packaging material and the process that has been through.