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Experiments on Packaging: Perception of Separation and Sorting Cues from the Consumer’s Point of View

As packaging is often not properly sorted and disposed of, many German retailers responded to this by placing separation and sorting cues on packaging to support consumers. However, it is unclear whether these cues are effective in helping the correct disposal of packaging and which aspects of cues are relevant for consumers. This paper draws on results from a qualitative and quantitative survey of consumers in the online community of the Berlin-based Verbraucher Initiative on separating and sorting cues to then test the effectiveness of a specifically design cue in a field experiment.

The paper is available in English and German.