Packaging sustainability is a strategic priority for the beverage industry. The study by Minh Vinh and colleagues analyses the role of sustainable production, the global supply chain and purchasing behaviour in encouraging the adoption of more sustainable packaging. Based on 385 questionnaires collected from consumers, students, retailers and sustainability specialists, the research highlights how sustainable production is the main driver of change. The use of materials with a reduced environmental impact, energy efficiency and the reduction of emissions directly influence the evolution of packaging and strengthen the sustainability of the entire supply chain.
The role of the global sustainable supply chain emerges as the factor with the greatest impact on sustainable packaging trends. The supply chain is a strategic tool capable of transferring environmental objectives along the entire value chain, from the sourcing of raw materials to logistics and recycling. The study confirms that the willingness of consumers to pay for more sustainable solutions encourages the adoption of new packaging. However, this effect is highly dependent on consumer perception. If the packaging is perceived as credible, functional and consistent with the brand’s environmental values, the propensity to buy increases significantly. Doubts about quality and practicality can, on the other hand, slow down the spread of innovations. The transition to sustainable packaging therefore requires an integrated approach that combines production innovation, collaboration along the supply chain and effective communication with the consumer. Aligning these elements can turn sustainability into a real competitive advantage and accelerate the spread of more circular packaging models.
Bibliography: Vinh V.M., Hoang B.M., Khang N.V., Chang L.T.D. Sustainable Packaging Trends in the Beverage Industry: A Study on Production, Supply Chain, and Consumer Behavior. International Journal of Sustainable Development and Planning, vol. 20, n. 7, 2025, pp. 2805-2816 https://iieta.org/journals/ijsdp/paper/10.18280/ijsdp.200706
