Factors Influencing Consumer Receptivity to Sustainable Packaging: A Probit Regression Analysis

The objective of this study is to investigate whether specific socioeconomic and attitudinal factors impact consumer receptivity to sustainable food packaging, with a particular focus on edible cups. A total of 1028 respondents completed an online questionnaire, and the data were analyzed using descriptive analysis and binary probit regression. The results reveal that demographic factors, such as household size and household economic position, have a positive influence on consumers’ intention to consume edible packages. Additionally, attitudinal factors were found to be significant, with food technology neophobia negatively affecting consumers’ willingness to try edible cups, while beliefs about the development of the sustainable packaging industry positively influence intention.