Environmental sustainability perception toward obvious recovered waste content in paper-based packaging: An online and in-person survey best-worst scaling experiment.

• Redesigned paper-based packaging with obvious recovered waste content was perceived by consumers as more environmentally friendly. • Obvious recovered waste content acted as clues for environmental sustainability. • Brown paper packaging (made with recycled linerboard) was preferred over white paper packaging (made with bleached pulp). • Paper packaging with obvious agricultural waste was preferred over paper packaging with paper waste. • The consumer survey presentation format (online vs. in-person) significantly influenced respondents' preference decisions. This study explores consumers' visual sustainability impressions of paper-based packaging that has incorporated obvious waste content. Two research questions were addressed concerning (i) the environmental sustainability perception of noticeable waste content in packaging and (ii) the impact of the presentation format (i.e., online versus in-person surveys) when studying these perceptions. Best-worst scaling experiments were conducted, which made respondents choose the 'most' and 'least' environmentally friendly package. Packages were designed using paperboard substrates blending either brown linerboard or white hardwood pulp with different recovered waste materials. The results showed that consumers perceive obvious waste-containing packaging as more environmentally friendly than classical packaging (with no visual waste). Samples with a brown base and agricultural waste were perceived as more sustainable compared to white packaging and the use of paper waste. In addition, the presentation format changed respondents' perception, and should therefore be carefully considered when designing surveys. [ABSTRACT FROM AUTHOR]