Abstract
Purpose The impact of applying circular strategies to products is often measured through life cycle assessment (LCA). While LCA estimates and compares the impacts of circular products, its ability to integrate consumer behaviour is currently limited. The integration of consumer behavioural insights is especially relevant in the packaging sector, where
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consumer actions at the end-of-life are crucial for the success of circular strategies. This study explores integrating behavioural insights from consumer behaviour sciences (including psychology, sociology and socio-technical approaches) into LCA for a better assessment and design of circular packaging. Methods Through a scoping review, scientific literature was mapped to (1) investigate the current integration of consumer behaviour aspects within packaging LCAs and (2) explore the behavioural determinants influencing the recycling and reusing of circular packaging. By building on the insights from these reviews, this study provides recommendations on how to integrate behavioural insights with LCA to assess the impact of circular packaging systems. Results and discussion The results indicate that LCA studies for packaging are generally based on assumptions on consumer behaviour, reducing their utility for circular decision-making. The main methods currently used to integrate behaviour variability are scenario and sensitivity analysis, with some studies using consumer profiles and behaviour research to support LCA modelling. Socio-technical approaches, e.g. agent-based modelling or system dynamics, have not been applied yet to integrate a behavioural perspective into the LCA of circular packaging, while this may be a promising avenue. The behaviour science literature covered several predictors found to be important to understand packaging reuse and recycling behaviour. Our review shows that attitudinal and value dimensions have consistently been found to influence both packaging reuse and recycling behaviour, while the latter is also strongly driven by control factors. While LCA modellers can obtain behavioural insights from the behavioural literature, the step of transforming these insights into quantifiable behaviour patterns still needs to be taken. Such endeavours can help to translate individual behaviour predictors into behavioural patterns regarding packaging reuse and recycling. Conclusions Consumer behaviour is currently not widely considered in the LCA of circular packaging. Insights from consumer behaviour sciences can contribute to LCA studies in two main ways: defining consumer profiles and modelling socio-technical parameters. Consumer profiles could be drawn from the psychological behaviour literature, while socio-technical approaches can provide models of system behaviour where the interaction of different system actors and items is quantitatively modelled and coupled with LCA models.
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