Communicating Returnable Packaging Through Product Labelling

This research seeks to find effective ways to communicate returnable packaging campaigns to consumers through product labelling. This is an important line of inquiry as more and more countries are rolling out regulations that penalize companies for their wasteful practices. Knowing how to encourage people to engage with returnable packaging campaigns will be of great interest to future marketers and sustainability practitioners. This research uses experimental approach with the use of online questionnaires showcasing different label messages. Results show that the conventional method of tapping into the altruistic side of human nature with guilt-inducing messages is ineffective for the population at large. Embracing the self-enhancing, gain-seeking, pain-eliminating side of human nature results in a bigger pro-environmental behaviour change. Making the process of “doing the right thing” easier resulted in the higher willingness to return an empty milk bottle among participants when compared to financial rewards, social modelling, and justification.