This study explores how consumers perceive and respond to smart packaging technologies as a practical solution to the growing issue of food waste. While traditional food packaging plays a role in preservation, it often lacks the ability to communicate real-time information about freshness or quality.
Smart packaging, which includes technologies such as sensors, freshness indicators and traceability systems, allows for real-time monitoring of product quality, providing consumers with essential information to make more informed decisions and extend the shelf life of food products.
To understand the factors influencing consumers’ intention to adopt these technologies, the research adopts an extended version of the Technology Acceptance Model (TAM). In addition to the classic variables: Perceived Usefulness (PU), Perceived Ease of Use (PEU) and Attitude toward Smart Packaging (ATT), the study introduces a novel variable such as Willingness to Pay (WP).
Data were collected through a structured online survey using realistic, scenario-based situations, and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM).
The preliminary findings show that Perceived Usefulness (PU), Perceived Ease of Use (PEU) and Attitude toward Smart Packaging (ATT) significantly influence consumers’ intentions to adopt such innovative solutions. Conversely, Willingness to Pay (WTP) does not show a statistically significant relationship with consumer intention.
This research contributes to the academic and practical discourse on sustainable innovation in food systems, offering insights for policymakers, businesses and technology developers aiming to promote smart packaging solutions. The study emphasizes the importance of consumer engagement and targeted strategies to support sustainable consumption patterns and reduce food loss across the supply chain.