Introducing a modern milk man in Germany?

: drivers and barriers for the adoption of reusable packaging systems in Germany: the case of the reusable packaging platform Loop

Abstract

This thesis investigates the potential adoption of a reusable packaging system, exemplified by Loop, on the German market. With the increasing importance of sustainability awareness on the rise, the study aims to determine the attitudes and preferences of German consumers towards the introduction of Loop. The platform Loop offers a circular economy approach and represents an innovative solution in line with a regulatory environment that emphasizes the reduction of single-use plastic in Germany. To measure consumer acceptance and improve the adoption process, the study examines the drivers and barriers, as well as the profile of German consumers considering Loop as an alternative. Through in-depth interviews and an online survey, German consumers express awareness of the importance of sustainability, but highlight challenges such as limited alternatives and cost issues. The initial impressions of Loop are positive, although with concerns about convenience, hygiene, and costs. What drives the adoption of Loop forward is the pro-sustainable attitude of Germans, their willingness to pay for that and their familiarity with existing return systems. The study provides insights into consumer behavior, preferences, and potential barriers. These findings provide valuable guidance for companies and policymakers looking to introduce sustainable packaging, specifically, reusable packaging systems, with the awareness of consumer expectations and addressing concerns about the adoption process.

Date of Award	26 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Rita (Supervisor)