Eco-packaging in organic foods: rational decisions or emotional influences?

The introduction of biodegradable and compostable packaging has been a signifcant milestone in reducing conventional plastic use, particularly in sectors that prioritize sustainability like the organic food industry. This study explores the factors infuencing the selection of such packaging, with a specifc focus on the role of emotions in a representative sample of Italian consumers. Two models, the Theory of Planned Behavior (TPB) and the Rational-Emotional Model (REM), were evaluated and compared. The TPB model confrms that positive attitudes, subjective norms, and perceived behavioral control infuence the intention to choose biodegradable and compostable packaging. The REM reveals that environmental concern, cognitive benefts, and emotions signifcantly impact purchase intentions. The REM explains a greater variance in intention compared to the TPB model, highlighting the importance of combining rational and emotional components. Biodegradable and compostable packaging aligns well with the target consumers of organic food, making it an excellent solution for organic produce. Emotions play a crucial role in shaping consumer intentions and behaviors. Marketing strategies should appeal to consumers’ emotional responses, address cognitive concerns, and highlight the specifc benefts of sustainable packaging. This research emphasizes the relevance of bioplastic packaging for organic products and underscores the signifcance of emotions in infuencing consumer behavior.