Usability and Sustainability in Circular Packaging Design: Consumer Perceptions of Tethered Closures Under EU Regulation

Abstract This study explores consumer perceptions of sustainable food packaging within the European Union (EU), focusing on the adoption and usability of tethered closures. Using the Knowledge–Attitudes–Practices (KAP) model and Structural Equation Modelling (SEM), the research examines how consumer influences perceptions of sustainable packaging, and the moderating role of environmental awareness. Data were collected from 386 participants across EU and the UK. Results show that attitudes and sustainable practices have stronger effects on consumer perceptions than knowledge alone. Consumer perceptions, in turn, significantly enhance perceived usefulness and sustainability of packaging. Environmental awareness exerts both a direct positive influence and a significant moderating effect, amplifying the relationship between KAP and consumer perceptions. Results also highlight design priorities for improving sustainable packaging. These findings underline the need for packaging innovations that balance functionality and sustainability communication. The study concludes that policy efforts, particularly EU-level consumer education, should complement design innovation to promote behavioural alignment with circular economy goals.