This research examines the potential for sustainable packaging in the context of supermarket products, focusing on the concepts of reuse and standardisation.

The central question addressed is whether consumers retain positive attitudes towards purchase intention, brand image, perceived quality, aesthetic attractiveness, and perceived environmental friendliness when packaging for fast-moving consumer goods (FMCGs) is standardised to its core function of protection, while marketing elements are transferred to online communication channels. The study uses a wide range of methods, including reading lots of articles, talking to people who know a lot about the topic, analysing data, experiments and in-depth interviews.

The findings reveal positive consumer responses towards the concepts of reuse and standardisation. Although no statistically significant results emerge from the mixed experiment design, the analysis of open-ended questions demonstrates a clear and positive attitude among participants. Consequently, it can be concluded that consumers generally show a favourable and cooperative attitude towards packaging standardisation and reuse, provided that convenience, hygiene and accessibility are prioritised.

This research is of significant relevance due to the substantial volume of plastic waste generated by packaging, evolving legislative frameworks, and the urgent need for environmental changes. It emphasises the necessity for proactive changes and innovative approaches to address sustainability challenges in the packaging industry. By shedding light on consumer perceptions and preferences, this study offers valuable insights for businesses and policymakers seeking to navigate the transition towards more sustainable packaging practices.