Consumer Behavior in Reverse Logistics for Refillable Cosmetics
Ngo, Nguyen Khanh Linh (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060420133
https://urn.fi/URN:NBN:fi:amk-2025060420133
Tiivistelmä
The growing environmental impact of cosmetics packaging waste has heightened the need for sustainable solutions, with refillable packaging emerging as a promising approach within the circular economy. However, the success of such systems relies heavily on consumer participation in reverse logistics processes. The primary objective of this study was to examine the factors influencing consumers’ willingness to return refillable cosmetics packaging and to identify strategies for improving participation rates. The research focused on the Finnish market, where refillable systems are not yet widely implemented.
A mixed-methods approach was employed, combining a quantitative survey with 151 respondents and qualitative interviews with 18 participants. The survey assessed consumer attitudes, behaviors, and preferences, while the interviews provided deeper insights into barriers and motivators. Data were analyzed using multiple linear regression to test hypotheses and thematic analysis to identify recurring themes.
The results revealed that environmental values and convenience were the strongest predictors of willingness to return packaging, followed by trust, incentives, information, and social influence. Key barriers included perceived inconvenience, lack of incentives, and hygiene concerns, while enablers included accessible return methods, clear communication, and tangible rewards. Participants also emphasized the importance of integrating return systems into existing routines, similar to Finland’s Pantti bottle deposit system.
It was concluded that refillable packaging systems must align with consumer behavior by prioritizing convenience, transparency, and incentives. Recommendations for companies included offering multiple return options, leveraging digital tools for reminders, and designing user-friendly packaging. These findings contribute to the development of effective reverse logistics strategies, supporting the transition toward sustainable practices in the cosmetics industry.
A mixed-methods approach was employed, combining a quantitative survey with 151 respondents and qualitative interviews with 18 participants. The survey assessed consumer attitudes, behaviors, and preferences, while the interviews provided deeper insights into barriers and motivators. Data were analyzed using multiple linear regression to test hypotheses and thematic analysis to identify recurring themes.
The results revealed that environmental values and convenience were the strongest predictors of willingness to return packaging, followed by trust, incentives, information, and social influence. Key barriers included perceived inconvenience, lack of incentives, and hygiene concerns, while enablers included accessible return methods, clear communication, and tangible rewards. Participants also emphasized the importance of integrating return systems into existing routines, similar to Finland’s Pantti bottle deposit system.
It was concluded that refillable packaging systems must align with consumer behavior by prioritizing convenience, transparency, and incentives. Recommendations for companies included offering multiple return options, leveraging digital tools for reminders, and designing user-friendly packaging. These findings contribute to the development of effective reverse logistics strategies, supporting the transition toward sustainable practices in the cosmetics industry.