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Breaking Free from Single-Use : Consumer Journeys and Perceptions in Packaging-Free Shopping

Jiménez Romanillos, Elena ; Boztepe, Suzan LU ; Williams, Helén and Wever, Renee (2026) In JOURNAL OF FOOD PRODUCTS MARKETING
Abstract

Packaging-free grocery shopping enables consumers to avoid single-use packaging and buy specific quantities tailored to their needs. Despite its benefits, it faces challenges such as limited product variety and availability. This qualitative study explores the motivations, behaviors, and strategies of individuals who engage in or discontinue packaging-free shopping, including how they combine packed and unpacked products. Based on 115 open survey responses from packaging-free users across Europe, the study uses Activity Theory (AT) to analyze the interactions between consumers, food formats, and their goals within social and environmental contexts. The findings outline the consumer journey in combining packaging types, identifying... (More)

Packaging-free grocery shopping enables consumers to avoid single-use packaging and buy specific quantities tailored to their needs. Despite its benefits, it faces challenges such as limited product variety and availability. This qualitative study explores the motivations, behaviors, and strategies of individuals who engage in or discontinue packaging-free shopping, including how they combine packed and unpacked products. Based on 115 open survey responses from packaging-free users across Europe, the study uses Activity Theory (AT) to analyze the interactions between consumers, food formats, and their goals within social and environmental contexts. The findings outline the consumer journey in combining packaging types, identifying tensions and harmonies within packaging systems. The analysis proposes a classification of consumer types based on behaviors, motivations and trip planning, offering insights for assessing environmental impacts, informing Life Cycle Assessments (LCA), and developing practical strategies for more sustainable grocery consumption.

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Please use this url to cite or link to this publication:
author
; ; and
organization
publishing date
type
Contribution to journal
publication status
epub
subject
keywords
Activity Theory, Consumer behavior, food packaging, grocery, packaging-free
in
JOURNAL OF FOOD PRODUCTS MARKETING
publisher
Routledge
external identifiers
  • scopus:105036537695
ISSN
1045-4446
DOI
10.1080/10454446.2026.2656150
language
English
LU publication?
yes
id
8d2850d8-5fec-4cc3-adf3-ec82598d6c1a
date added to LUP
2026-05-26 11:50:30
date last changed
2026-05-26 11:51:19
@article{8d2850d8-5fec-4cc3-adf3-ec82598d6c1a,
  abstract     = {{<p>Packaging-free grocery shopping enables consumers to avoid single-use packaging and buy specific quantities tailored to their needs. Despite its benefits, it faces challenges such as limited product variety and availability. This qualitative study explores the motivations, behaviors, and strategies of individuals who engage in or discontinue packaging-free shopping, including how they combine packed and unpacked products. Based on 115 open survey responses from packaging-free users across Europe, the study uses Activity Theory (AT) to analyze the interactions between consumers, food formats, and their goals within social and environmental contexts. The findings outline the consumer journey in combining packaging types, identifying tensions and harmonies within packaging systems. The analysis proposes a classification of consumer types based on behaviors, motivations and trip planning, offering insights for assessing environmental impacts, informing Life Cycle Assessments (LCA), and developing practical strategies for more sustainable grocery consumption.</p>}},
  author       = {{Jiménez Romanillos, Elena and Boztepe, Suzan and Williams, Helén and Wever, Renee}},
  issn         = {{1045-4446}},
  keywords     = {{Activity Theory; Consumer behavior; food packaging; grocery; packaging-free}},
  language     = {{eng}},
  publisher    = {{Routledge}},
  series       = {{JOURNAL OF FOOD PRODUCTS MARKETING}},
  title        = {{Breaking Free from Single-Use : Consumer Journeys and Perceptions in Packaging-Free Shopping}},
  url          = {{http://dx.doi.org/10.1080/10454446.2026.2656150}},
  doi          = {{10.1080/10454446.2026.2656150}},
  year         = {{2026}},
}