From innovation to adoption: The complexities of the market for eco-sustainable food packaging and value co-creation by consumers

This study investigates consumer acceptance of eco-sustainable and bio-based packaging as an innovation within the agri-food system, focusing on the multidimensional factors shaping market adoption and willingness to pay. A survey on 1054 consumers was carried out from 2023 to 2025 in four Italian metropolitan cities. Exploratory Factor Analysis was applied to identify the main factors driving consumer's behavior toward sustainable packaging, Simple Correspondence Analysis was used to explore associations between consumers’ stated willingness to pay a premium for eco-friendly food packaging and their level of education, net household income, and sources of information. The findings reveal that consumer acceptance of eco-sustainable packaging is shaped by the interaction between environmental values, functional expectations, informational credibility, and economic constraints. Although willingness to pay a premium price remains moderate, acceptance increases when environmental and technological benefits are perceived credible and are clearly communicated. The results also highlight heterogeneous consumer responses and non-linear adoption dynamics, reflecting the complexity of sustainable consumption behaviors. Overall, the study suggests that the diffusion of eco-sustainable packaging depends not only on technological performance, but also on the ability of firms and institutions to reduce information asymmetries, foster trust, and support processes of value co-creation. From a managerial perspective, innovative bio-based packaging represents a strategic opportunity for product differentiation and sustainability-oriented market positioning within circular agri-food systems.