Consumer Attitudes Toward Refillable and Reusable Packaging: Bridging the Value-Action Gap

This study examines consumer attitudes toward refillable and reusable packaging across 22 product categories through a novel three-dimensional measurement approach. By simultaneously assessing willingness to use refillable packaging, likelihood of choosing it over single-use alternatives, and intention to actively seek refill stations, we quantify the value-action gap in sustainable packaging adoption. Results from 441 North American respondents reveal that despite moderate to high willingness (M=3.09), behavioral intentions decline significantly for likelihood (M=2.17) and active engagement (M=1.66). This gap varies substantially across product categories, with food staples demonstrating the smallest gaps and personal care products the largest. Cluster analysis identified four distinct category groupings with different adoption potentials. Hierarchical regression analyses explain 53.2% of the variance in the value-action gap, with convenience barriers (β=0.38), convenience orientation (β=0.38), and hygiene concerns (β=0.32) emerging as the strongest predictors. Environmental attitudes significantly predict willingness but become progressively less influential for behavioral intentions. Shopping habits, particularly planning tendencies and shopping frequency, play crucial roles in facilitating refillable packaging adoption. These findings provide evidence-based insights for manufacturers, retailers, and policymakers seeking to promote sustainable packaging solutions that align with consumer preferences and behaviors across different product domains.