Sustainable packaging trends in the beverage industry: A study on production, supply chain, and consumer behavior

Abstract

This study investigates the factors that influence sustainable packaging trends in the beverage industry, focused on sustainable manufacturing, global supply chain coordination, and consumer behavior in emerging regions. While previous studies examined environmental innovation and consumer preferences separately, this study integrates both by analyzing firm practices, willingness to pay (WTP), and the moderating role of consumer perception. A quantitative approach was used, with 385 responses collected through stratified random selection from four stakeholder groups: customers, students, retail workers, and sustainability specialists. SPSS and AMOS were used to conduct data analysis, which included EFA, CFA, SEM, and moderation. Sustainable manufacturing has a positive influence on global supply chain (β=0.622) and a considerable impact on packaging outcomes, both directly (β=0.362) and through the global supply chain (indirect effect =0.243), which in turn has a direct impact (β=0.391) on sustainable packaging trends in the beverage industry. Accordingly, WTP increases packaging adoption (β=0.251), which is further amplified by positive consumer perception (β=0.557). The study provides new insights into how circular economy activities and perceptual alignment might promote sustainable packaging reform and offers actionable recommendations for beverage companies and governments to align operational practices.