Recognizing the Key Drivers and Industry Implications of Sustainable Packaging Design: A Mixed-Method Approach

Sustainable packaging design plays a strategic role across several industries. Using the Italian market as perimeter of analysis, this paper aims to broaden knowledge corporate attitudes, perceptions, and behaviors toward sustainable along entire supply chain. A mixed-method approach was used, integrating qualitative quantitative data collected from 33 in-depth interviews survey on sample 462 companies. The results revealed that challenging goal will consist reconciling technological advances marketing instances, chain should be synergistically involved in sustainability. It also found larger companies consider sustainability part broader business strategy, whereas smaller ones possess tactical vision. study provides valuable insights better comprehend manage complex ecosystem such packaging.