Consuming more of the package instead of the product content
Session
Political Sciences
Description
The circular economy, as an ongoing activity in response to climate change, is no longer an economic alternative but an indispensable adaptation. While the dynamic, exploding volume of research and commitment to adaptation is making a greater impact in some areas and elsewhere less so, the expected progress to narrow the gap between production and recycling in less developed countries is being slowed down by consumer behavior and consumption patterns. Although the post-consumption phase of waste for recycling is a massive activity of interest and undertaking, the challenge is to what extent production, consumption, waste, and recycling can increase the share of the circular economy. In addressing this question, apart from a review, we use a survey of 125 consumers of beverages in Kosovo to investigate how a revolution in packaging design and smaller sizes by businesses is increasingly attracting consumers to consume less product volume, and producing more waste that does not find its way to recycling. The implication of this finding runs counter to the demand for increasing the share of the circular economy. With consumer behavior and preferences growing towards the design of smaller-sized packaging and higher average prices, the prospect of businesses maintaining a competitive edge in the market remains in an innovative approach to costeffective packaging and its post-consumption phase. Yet, the final decision rests with consumers who have to grow in awareness of their individual actions for the circular economy as a contribution to adaptation to the dynamic impacts of climate change.
Keywords:
Consumer behavior, beverages, packaging, recycling, circular economy
Proceedings Editor
Edmond Hajrizi
ISBN
978-9951-982-41-2
Location
UBT Lipjan, Kosovo
Start Date
25-10-2025 9:00 AM
End Date
26-10-2025 6:00 PM
DOI
10.33107/ubt-ic.2025.332
Recommended Citation
Matoshi, Ruzhdi and Mulaj, Isa, "Consuming more of the package instead of the product content" (2025). UBT International Conference. 2.
https://knowledgecenter.ubt-uni.net/conference/2025UBTIC/PS/2
Consuming more of the package instead of the product content
UBT Lipjan, Kosovo
The circular economy, as an ongoing activity in response to climate change, is no longer an economic alternative but an indispensable adaptation. While the dynamic, exploding volume of research and commitment to adaptation is making a greater impact in some areas and elsewhere less so, the expected progress to narrow the gap between production and recycling in less developed countries is being slowed down by consumer behavior and consumption patterns. Although the post-consumption phase of waste for recycling is a massive activity of interest and undertaking, the challenge is to what extent production, consumption, waste, and recycling can increase the share of the circular economy. In addressing this question, apart from a review, we use a survey of 125 consumers of beverages in Kosovo to investigate how a revolution in packaging design and smaller sizes by businesses is increasingly attracting consumers to consume less product volume, and producing more waste that does not find its way to recycling. The implication of this finding runs counter to the demand for increasing the share of the circular economy. With consumer behavior and preferences growing towards the design of smaller-sized packaging and higher average prices, the prospect of businesses maintaining a competitive edge in the market remains in an innovative approach to costeffective packaging and its post-consumption phase. Yet, the final decision rests with consumers who have to grow in awareness of their individual actions for the circular economy as a contribution to adaptation to the dynamic impacts of climate change.