Within the framework of new EU packaging regulations, Ahmad and colleagues’ study analyzes how consumers perceive tethered closures, highlighting the delicate balance between sustainability and ease of use.
Based on 386 responses from the EU and UK, the research described indicates that sustainable attitudes and practices matter more than knowledge in determining perceptions. Specifically, the study shows that those with positive attitudes toward the environment (i.e., they believe in it, consider it important) and those who already have sustainable habits (e.g., recycle, make green choices) are much more likely to have a positive opinion of solutions such as tethered closures than those with only theoretical information. The former are more likely to accept sustainable measures even in the presence of minor inconveniences.
From a design perspective, therefore, three priorities emerge: clear environmental communication on packaging, easier-to-use tethered closures, and simple and clear disposal instructions.
In short, the success of circular packaging in beverages does not depend only on technology, but on a user-friendly design supported by effective communication.
Riferimenti bibliografici: Ahmad, Q., Ahmad, A. & Arman, H. Usability and Sustainability in Circular Packaging Design: Consumer Perceptions of Tethered Closures Under EU Regulation. Circ.Econ.Sust.6, 173 (2026). https://doi.org/10.1007/s43615-026-00935-x
