Consumer attitudes toward single-use food packaging: An Italian case study

Abstract

In response to growing concerns about plastic pollution and the need for sustainable alternatives, this study investigates how Italian consumers perceive and engage with single-use plastic packaging in the food sector. Using data collected from 2,269 respondents through an online survey, the research examines how sociodemographic characteristics shape motivations, behaviors, and support for regulatory interventions. Results show that 74% of respondents are strongly motivated to reduce single-use plastics, and 81% consider the environmental impacts to be highly relevant. Women, older individuals, those with higher education, and respondents in better economic conditions display signifcantly higher pro-environmental engagement, including more frequent purchasing of nonplastic packaging and stronger support for regulation. In contrast, Generation Z consistently emerges as the least engaged group, reporting lower motivation, weaker support for policy measures, and the lowest willingness to pay for biodegradable alternatives. Tese insights highlight the need for diferentiated policies and communication strategies that consider the diversity of consumer profles. Overall, these fndings provide actionable evidence for developing targeted policy tools to reduce plastic use in the agri-food sector.