Product packaging sustainability and green innovation: exploring the influencing factors for sustainable packaging green innovation in the FMCG packaging supply chain

The issue of plastic pollution caused by conventional single-use plastic packaging is an increasingly pressing concern globally. Sustainable packaging innovation is regarded as a solution to solve the problem. However, existing literature provides a limited understanding on the complexity of influencing factors on sustainable packaging innovation. Particularly, there is little empirical evidence on compostable packaging innovation. Therefore, this research aims to explore the complexity of influencing factors on sustainable packaging processes in four levels of assessment: (1) To investigate the enablers and barriers in the packaging process from material to the final product. (2) To evaluate organisational factors that contribute to the decision of adopting sustainable materials in packaging. (3) To understand the organisational interrelationship and collaboration within the packaging supply chains, and how such a supply chain relationship may affect the adoption of sustainable packaging material and innovation. (4) To study what green capabilities are required for implementing sustainable packaging design and green innovation. The investigations focus on empirical inquiry in the context of conventional single-use plastic packaging in the Fast-Moving Consumer Goods (FMCG) industry. Compostable packaging is regarded as a green alternative to conventional plastic packaging. This research adopts a qualitative research strategy using a multiple case studies approach. It explores the influencing factors on sustainable packaging & green innovation (SPGI). Six case study companies in the global supply chain from the USA, the UK, China, Israel and Italy are studied. Twenty-four interviews with senior executives are conducted across the case companies. This research is meaningful and timely. It provides novel insights into the complex issue of plastic pollution in the lens of sustainable packaging material innovation. The novel insights cover five dimensions: the enablers, the obstacles, the internal critical factors, the supply chain interrelationship and collaboration, and the desirable capabilities for SPGI.