The Role of Intelligent Packaging in Reducing Food Waste: A Consumer Behaviour Analysis

This study examines consumer perceptions of smart packaging technologies as a practical response to the growing challenge of food waste. Unlike conventional packaging, smart packaging integrates sensors, freshness indicators and traceability systems to monitor product quality in real time, enabling more informed consumer decisions and extending food shelf life. To explore the drivers of adoption, the research applies an extended Technology Acceptance Model (TAM). Beyond the classic constructs of Perceived Usefulness (PU), Perceived Ease of Use (PEU) and Attitude toward Smart Packaging (ATT), the model incorporates Willingness to Pay (WTP) as a novel factor. Data were collected through an online survey using realistic, scenario-based questions and analyzed with Partial Least Squares Structural Equation Modelling (PLS-SEM). Findings indicate that PU, PEU and ATT significantly influence consumer intention to adopt smart packaging, while WTP shows no significant relationship. These results highlight that consumer acceptance is driven more by perceived value and usability than by financial considerations. The study contributes to sustainable innovation research by offering theoretical insights into consumer technology adoption and practical implications for policymakers, businesses, and developers seeking to advance smart packaging solutions. It emphasizes the need for consumer-centered strategies to foster sustainable consumption patterns and reduce food loss across the supply chain.