Packaging has a fundamental role in ensuring safe delivery of goods throughout supply chains to the end consumer in good condition. It also has great potential to contribute to sustainable development. This paper explores and provides insights on Swedish consumer perceptions and knowledge of environmental aspects of food packaging and elaborates on how these can contribute to or counteract environmentally sustainable development. A study based on a consumer survey carried out in Sweden is presented. A review of recent packaging research emphasizes the protective function of packaging as its most important contribution to the environmental dimension of sustainable development. Contrary to this, consumers almost exclusively refer to the packaging material when it comes to their perceptions of the environmental impact of packaging. Paper‐based packaging is strongly understood by the surveyed consumers to be environmentally advantageous, whereas plastic and metal are not. This study further indicates that a majority of the Swedish consumers surveyed are aware of their shortcomings in judging the environmental status of food packaging, indicating a need for guidance; otherwise, consumer choices can unintendedly counteract environmentally sustainable intentions. Copyright © 2015 John Wiley & Sons, Ltd.

Summary Thoroughly considering and optimizing packaging systems can avoid food loss and waste. We suggest a number of issues that must be explored and review the associated challenges. Five main issues were recognized through the extensive experience of the authors and engagement of multiple stakeholders. The issues promoted are classified as follows: (1) identify and obtain specific data of packaging functions that influence food waste; (2) understand the total environmental burden of product/package by considering the trade‐off between product protection and preservation and environmental footprint; (3) develop understanding of how these functions should be treated in environmental footprint evaluations; (4) improve packaging design processes to also consider reducing food waste; and (5) analyze stakeholder incentives to reduce food loss and waste. Packaging measures that save food will be important to fulfill the United Nations Sustainable Development goal to halve per capita global food waste at the retail and consumer levels and to reduce food losses along production and supply chains.

Packaging has great potential to contribute to sustainable development through its functions. Previous research has indicated a need for increased knowledge among consumers, suppliers, authorities and media of how packaging functions and features influence sustainable development. Previous research also shows the need for a common terminology of packaging functions and features in order to facilitate and improve communication and understanding in development and decision processes.This conceptual paper sets out to identify, collect, analyse and systemize packaging functions and features and evaluate them based on their indirect contributions to sustainable development. The systemized functions and features are expressed in generic terminology. Three clusters of packaging functions were identified from the literature: protect, facilitate handling and communicate. Nineteen packaging features were also identified. They were grouped under the three functions and elaborated based on their indirect contributions to the environmental, social and economic dimensions of sustainable development. Fourteen potential positive indirect effects were identified including decreased product waste, reduced risk for human health hazards, increased handling and transport efficiency. Decreased product waste was generated by 13 of the features and was thus the most frequently appearing. Reducing waste is thereby indicated to be a manifold matter, but also one of great potential.The proposed terminology can contribute to an increased understanding of how packaging can actually contribute to sustainable development. In a theoretical context, this paper attempts to complement earlier work in sustainable packaging development by its emphasis on the indirect contributions of packaging to sustainable development.

Purpose – The purpose of this paper is to explore consumer views on different aspects of packaging, exemplified by a common product in the fruit and vegetable category and to identify advantages and disadvantages perceived by consumers purchasing packaged or unpackaged products. Design/methodology/approach – Three focus group interviews were conducted. Thematic analysis based on theory was performed. The findings were categorised into nine themes. Findings – Consumer views on packaging aspects were revealed, covering: packaging material; pack size; protection and preservation; convenience; price; communication and information; ethical perspectives; novelty and innovation; and advantages and disadvantages of packaged and unpackaged products. Research limitations/implications – The study adds to present knowledge on the role of packaging in consumers’ food choices. The qualitative analysis identified areas for further research through quantitative methods. Practical implications – Challenges in communicating the consumer benefits of packaging and ways to improve the attractiveness of items in the fresh produce category were identified. The results can potentially assist in improving food packaging design practice to the mutual benefit of consumers and suppliers. Originality/value – Fruit and vegetables is generally a category with weak branding and low levels of packaging. This study examined the role of packaging in a category with substantial opportunities for differentiation and increasing consumer value. The results can be applied in immediate practice and/or serve as a basis for further research.