Closing the Perception-Reality Gap for Sustainable Fresh Food Plastic Packaging

The global discourse surrounding plastics has been marked by a profound perceptual schism, also for plastic packaging in the fresh food industry. The public opinion expresses mounting concerns in terms of such plastic packaging solutions. However, in many cases the unique material properties and the well-established methodology of Life Cycle Assessment (LCA) actually demonstrate the environmental advantage of plastics for food packaging. This paper delves into the chasm between the two perspectives, leveraging empirical evidence to resolve the divide. While performing both a consumer analysis and LCA, this paper underscores the potential for innovative, yet practical design solutions to harmonise the public opinion with counterintuitive positive environmental impacts. A transformative design solution that centres around the concept of shape and material renewal is proposed. It demonstrates how a simple, yet effective redesign can enhance both the environmental impact and consumer acceptance in the industry for mass-produced fresh food packaging. It emphasises the role of LCE in design, with a focus on the pre-consumer phase. The findings provide a practical approach, emphasising the need to reconcile theory with consumer desires, to forge a sustainable path forward in packaging design.