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Packing constitutes the majority of solid wastes produced, especially in the case of food. Current research verifies by descriptive analysis the intention of purchasing food wrapped in sustainable packages, whether the sustainability issue is foregrounded on biodegradable packages, or on recycling or on the application of reverse logistics. Preliminary results show that trend is specially underscored in the case of young women with high education level. Purchase intention decreases in all groups when sustainable package features costs above market prices, with an average 10% tolerance in price rise. Firms' investment in sustainability causes positive impacts on consumers' purchase decision, especially on people under 50 years. [ABSTRACT FROM AUTHOR]