A COMPANY-BASED VIEW ON SUSTAINABLE PACKAGING ORIENTATION

摘要

THIS STUDY AIMS TO UNDERSTAND HOW COMPANIES ADDRESS AND INTEGRATE SUSTAINABILITY CHALLENGES IN PACKAGING DESIGN, AS WELL AS THE MOTIVATIONS AND PROCESSES THAT INFLUENCE MANAGERS’ DECISIONS WHEN ADOPTING SUSTAINABLE PRACTICES. SEMI-STRUCTURED INTERVIEWS WERE CONDUCTED WITH MANAGERS FROM FIVE MAJOR PORTUGUESE COMPANIES TO GATHER QUALITATIVE DATA ON THE MOTIVATIONS AND PROCESSES RELATED TO SUSTAINABLE PACKAGING STRATEGIES AND ACTIONS. THE LIST OF QUESTIONS WAS DEVELOPED BASED ON THE LITERATURE REVIEW, FROM WHICH THE DIMENSIONS TO BE ANALYZED WERE IDENTIFIED. THE RESULTS INDICATE THAT SEVERAL FACTORS INFLUENCE COMPANIES’ DECISIONS REGARDING SUSTAINABILITY IN PACKAGING. DESPITE SOME FACTORS BEING BEYOND THE CONTROL OF COMPANIES, THE INTERVIEWS REVEAL THAT COMPANIES POSSESS THE NECESSARY KNOWLEDGE AND ARE COMMITTED TO ADOPTING MORE SUSTAINABLE PACKAGING.