Packaging the Future: A Research Agenda to Unveil Consumer Trends in Sustainable Food and Beverage Choices

ABSTRACT Sustainable food packaging, which has a lower environmental impact than conventional options, is increasingly important for industry, academia, and policymakers. However, consumer perceptions ultimately drive the adoption of sustainable packaging solutions. This study systematically reviews 79 peer‐reviewed articles to understand consumer evaluations of sustainable food packaging and address inconsistencies in prior findings. Using the SPAR‐4‐SLR protocol and bibliometric keyword analysis, the review identifies factors that influence positive and negative consumer reactions. Positive responses often stem from appealing design, while negative reactions occur in three scenarios: (1) when consumers lack awareness about benefits and risks related to new packaging solutions, (2) when there is a mismatch between explicit and implicit sustainable packaging cues, and (3) when multiple attributes (e.g., sustainability and healthiness) are signaled at once. The paper also proposes a framework of key concepts in sustainable food packaging literature and highlights future research opportunities to enhance consumer acceptance of sustainable packaging.