Should the milkman return? The effect of a reusable packaging on product perceptions and behavioural intentions

This research investigates how consumers evaluate returnable packaging for fast-moving consumer goods. Through three online studies, we analysed how returnable packaging influences consumer behavioural intentions (intention to recommend and repurchase intention), overall attitudes and product perceptions (attitude towards the product, perceived product quality, packaging convenience and perceived contamination), and the perceived environment-friendliness of the packaging. The results demonstrate that consumers, overall, rate returnable packaging more positively than single-use packaging, regardless of the type of single-use packaging (conventional or recycled plastic), the appearance of the returnable packaging (identical or different to the single-use packaging), and whether the type of product inside is non-sensitive or sensitive (a bottle of all-purpose cleaner vs. a pot of Greek-style yoghurt). Finally, the relevance and limitations of these results are discussed and their practical implications for managers, packaging designers and retailers are highlighted.