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A R T I C L E I N F O A B S T R A C T
Handling Editor: Govindan Kannan Developing packaging with enhanced features helps organisations transition from a linear to a circular economy.
The paper aims at mapping the barriers, incentives and potential outcomes which can be reached by organisa
Keywords: tions via such innovative packaging solutions and providing insights to researchers concerning the application of
Intelligent packaging their knowledge in this complex field. Our study comprises 130 articles from 1991 to 2021, identified through a
Smart packaging
systematic review methodology. The evolution of intelligent packaging was classified and mapped taking into
Systematic literature review
account the principles of circular economy, the main incentives and barriers which can help or hinder the up
Cluster analysis
Multiple correspondence analysis surge of the packaging with enhanced features, and the potential outcomes that can be achieved by organisa
Circular economy tions. By using a Multiple Correspondence Analysis (MCA) combined with the Choice of Active Categories
(COREM) approach, three clusters were identified: (i) buying process, (ii) value chain issues, (iii) collaborative
issues. These clusters enable researchers to position their future contributions in the area and associated insights
linked to new trends in the packaging field should facilitate managers in developing strategic pathways and
supporting action research to enhance their packaging solutions. The paper also suggests to “decompose” the
field, by starting with bottom-up studies with a circumscribed scope, and then synergically puts them together
into a more general perspective.
* Corresponding author.
E-mail addresses: mpalazzo@unisa.it (M. Palazzo), avollero@unisa.it (A. Vollero), sianoalf@unisa.it (A. Siano).
https://doi.org/10.1016/j.jclepro.2023.135984
Received 15 September 2022; Received in revised form 2 January 2023; Accepted 7 January 2023
Available online 9 January 2023
0959-6526/© 2023 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
M. Palazzo et al. Journal of Cleaner Production 388 (2023) 135984
Fig. 1. The four steps of the systematic literature review and cluster analysis.
shelf-life, boost safety and quality, provide information, and provide RTIs, or reusable packaging) for bundling, shipping or containing
alerts on potential issues (Yam et al., 2005). products along different stages of the chain. Overarchingly, it emerges
All of these definitions emphasize that packaging is now critical in the need both to clarify main themes and trends in intelligent packaging
corporate business strategies, not only from a marketing standpoint, but and to disclose potential lines of research, especially in terms of appli
also as a way to rethink organisations’ ability to achieve successful cation of scientific knowledge on the topic of transition towards
performance and an opportunity to shift from a linear to a circular circularity.
economy approach (Meherishi et al., 2019; Sumrin et al., 2021). The Only a few papers have systematically reviewed the literature to
various features and functions of packaging are often perceived as more provide a summary of the recent research trends. Some authors have
demanding when a circular economy perspective is taken into account employed specific methodologies to investigate unusual topics or stan
(Ajwani-Ramchandani et al., the 2021). Ethics and sustainability stances dard packaging’s features, intertwined with sustainability demands,
have also been used to critically scrutinize the features of enhanced such as consumers’ pro-environmental behaviour (Testa et al., 2020),
packaging (Geueke et al., 2018; Meherishi et al., 2019; Friedrich, 2021). food safety (Byrd et al., 2021), green supply chain (Qin et al., 2021),
However, few papers comprehensively reviewed the benefits that can be waste management (Brennan et al., 2021), and reverse logistics (Chan,
achieved by organisations and the main incentives and barriers that can 2007). For example, Silva and Pålsson (2021) reviewed the environ
help or hinder the adoption of intelligent packaging. mental aspects of packaging, as opposed to the traditional inclination to
A closer look at the literature reveals that while some authors adopt a describe its economic features. A bibliometric approach was used to
technology-driven focus on intelligent packaging that tends to highlight present trends on the application of intelligent systems to predict food
specific innovative features (Mlalila et al., 2016), other stress the need to contamination and investigate foodborne diseases (Lebelo et al., 2021).
broaden the view by considering concurrently environmental, economic With the same method, Afif et al. (2021) highlighted the importance of
and social dimensions through an interdisciplinary approach (Afif et al., integrated packaging decisions at three different levels to improve
2021). Furthermore, in the area of sustainable packaging, other con packaging sustainability. The above three reviews demonstrate that
tradictions emerge. Some authors (Glock, 2017; Mahmoudi and Parvi technology and the growing interest in ethics, social concerns, and
ziomran, 2020) point out an excessive emphasis on the flow of materials, sustainability are inextricably linked and are driving factors in advances
products and final products along supply chain, without giving adequate in the packaging business (Brennan et al., 2021).
attention to reusable packaging material (returnable packaging items, Nonetheless, there is still a need to offer a wide-ranging overview of
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M. Palazzo et al. Journal of Cleaner Production 388 (2023) 135984
innovative and intelligent packaging approaches, due to increasing new technological functions is fundamental for managers.
competitiveness, rapid technological developments, unexpected The next section focuses on the methodology used for the develop
changes in consumer behaviour, as well as increased customer interest ment of the systematic literature review and cluster analysis. Section 3
in safety and their responsiveness to sustainability aspects. reports the results of the analysis of the selected papers. The three
This paper enriches previous reviews by identifying connections with clusters are identified and described in Section 4. Section 5 concludes
other research streams, and by comprehensively exploring the current the paper by discussing the findings and offering theoretical and
packaging sector trends in terms of how they support the transition from managerial implications that can pave the way for the development of
a linear to a circular economy approach. We argue that exploring future lines of research and specific directions for driving research in
packaging with enhanced features provides a fundamental strategy to practice.
help organisations in their transition to a circular economy, and to
appreciate the potential social, economic and environmental outcomes 2. Methodology
through such a strategy.
We thus identified four key research questions. A systematic literature review combined with a cluster analysis is
widely recognized as the most informative and evidence-based type of
-when, where, and on what issues has packaging with enhanced reviewing papers in a specific knowledge domain (Tranfield et al., 2003;
features been undertaken and published in the domain (systematic Paul et al., 2021) and enhances both academic knowledge and man
mapping)? agement practice (Rojon et al., 2021). We adopted a rigorous protocol
- what theoretical approaches, methods, tools of analysis and types of (Rojon et al., 2021; Paul et al., 2021) to avoid common biases in tradi
data have management and marketing researchers in this field used? tional SRm, and to provide a framework for researchers to justify their
- what barriers, incentives, outcomes and framework of CE have been choices in terms of future research that can advance the knowledge in
identified regarding new trends in packaging? How can these studies the packaging domain by avoiding duplicated empirical research. We
be clustered according to these variables? paid particular attention to refinement and synthesis as the field of study
- how can these clusters inform future strategies and action research was particularly fragmented, and we aimed to provide a theoretical
directions that can help organisations in their transition to the cir framework for future research in order to consolidate this field of in
cular economy? quiry and to bridge the gap between conceptual and practice - or policy-
oriented issues. The research design followed four main steps (see
Firstly, we provide key definitions, characteristics and functions Fig. 1).
using a systematic review methodology (SRm) to analyse the field of The first step was to identify the scope of the review and collect all
packaging with enhanced features. We look at the 30 years leading up to the papers written in English that refer to the enhanced-features pack
2021 and identify the key journals, the main issues and contexts of ap aging domain. The literature search used management databases (i.e.,
plications, the theoretical approaches, and the type of methods and Business Source Complete, PsycInfo) and Scopus (by limiting subject
research tools used. More importantly, we categorize the main in areas to “Business, Management and Accounting”, “Decision making”
centives, barriers and outcomes that are related to new packaging fea and “Psychology”). Scopus is the most comprehensive database for
tures. By using these variables as active modalities for cluster analysis, initial collection (e.g., see Latino et al., 2019) and selecting keywords
we identified three thematic groups: (i) buying process, (ii) value chain was considered as a basis for setting an expanded query. The following
issues, (iii) collaborative issues. Secondly, we contribute to the man keywords were combined for the search: “packaging” AND “intelligent”
agement literature by providing a theoretical framework for future OR “smart” OR “active” OR “interactive” OR “ergonomic”.
research in the packaging field, we summarise the building blocks of this A total of 966 papers were collected, after applying queries to Title,
progression and offer a basis on which further developments can be Abstract, Keywords (or similar fields, according to each database) and
built. Thirdly, we offer insights to managers that need to structure their removing duplicates. Following previous reviews in the area of pack
strategies on new packaging functions. Given that packaging can facil aging (Sweeney and Paternoster, 1992; Poyatos-Racionero et al., 2018),
itate the transition from a linear to a circular economy, maximizing its the start date of review was set at 1991 and covered up to 2021.
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M. Palazzo et al. Journal of Cleaner Production 388 (2023) 135984
Table 1 analysis (Di Franco, 2006; Holmes, 2007). This approach, originally
Leading journals in the field of research. developed by the French sociologist Benzécri (1973), was made popular
Rank Journal Number of Average global by Bourdieu (1984). Initially MCA is used to synthesise nominal vari
papers (min = citations per paper ables into individual factors, then clustering analysis is applied to group
3) (Scopus) cases by following the MCA findings (Delli Paoli and Addeo, 2011;
1 Journal of Cleaner Production 29 37.41 Ragnedda et al., 2022). The analysis was carried with SPSS25 for data
2 British Food Journal 16 28.06 cleaning and univariate analysis, and SPAD for multivariate analysis.
3 International Journal of 6 24.50
Production Research
4 International Journal of 6 22.50 3. Systematic mapping
Production Economics
5 European Journal of Marketing 3 107.33 3.1. Papers, geographical affiliation of authors, leading journals and
6 Psychology & Marketing 3 77.00
main issues
7 Business Strategy & the 3 67.33
Environment
8 International Journal of 3 35.00 The number of papers on the evolution of packaging is continually
Physical Distribution & Logistics increasing (see Fig. 2), and over half of the 130 articles (61.5%) were
Management published between 2017 and 2021. The upsurge of interest of re
9 International Journal of 3 31.67
Hospitality Management
searchers is due to both scientific and practical issues, especially in the
10 Production Planning & Control 3 22.33 research areas of sustainability, innovation, circular economy and waste
management. It seems that newer articles are more focused on specific
issues and sectors, and this can pose some risk in terms of developing an
The second step was to refine the initial dataset. Articles were filtered all-embracing perspective. Furthermore, the growing interest on
by their inclusion in the Academic Journal Guide (ABS list) to ensure different modes of “greening” the supply chain through packaging so
their consistency with business disciplines and a reasonable quality lutions seems sincere, even if it is more driven by commercial, branding
level. The remaining 445 articles were then reviewed separately by all and performance issues than by ethical stances.
the authors, and quality and relevance were assessed based on two The USA (13%) and UK (10.8%) dominate in terms of the number of
exclusion criteria: (i) those outside the business and management realm; papers, others are by authors based in European universities (59.5%).
(ii) those unrelated to the evolution of packaging. On this basis, 130 Publications in this field are thus predominantly from the West. Two
items were included. thirds of the dataset (66.8%) include papers with 2 and 3 stars in the
In Step 3, bibliographic information was integrated, and a qualitative ABS, thus indicating a medium-high quality.
classification scheme was defined for the selected papers. For each Table 1 highlights that there is a prevalence of “Sector Studies”
paper, purposes, main issues, theoretical frameworks, tool/research (36.9%), mainly due to the Journal of Cleaner Production which is the
methods, data collection (data sources), entity of analysis (EOA), busi leading outlet in terms of total articles published in the field (29 articles -
ness sectors involved were added following Ravasi and Canato (2013). over 20% of total publications included in SR). Other primary subject
Additional qualitative content coding was made to identify incentives, areas are “Operations & Technology Management” (23%) and “Mar
barriers and outcomes for intelligent packaging, circular economy keting” (18.5%). In terms of total articles published (PSC), the British
frameworks adopted. Food Journal, International Journal of Production Research, and Interna
Finally in Step 4, cluster analysis was used to develop a compre tional Journal of Production Economics seem to be the main journals. The
hensive synthesis of this area. Besides systematic mapping based on three journals with the highest impact are European Journal of Marketing
descriptive and summary statistics, we used a multivariate analysis to (107.33 AGC), Psychology & Marketing (77.00 AGC), and Business Strat
have an enhanced representation of our research area. A Multiple Cor egy & the Environment (67.33 AGC).
respondence Analysis (MCA) was then followed by a cluster analysis to The key lesson hereby seems to be the fact that some journals have
obtain an effective summary of data (Palazzo et al., 2016; Ragnedda published a relatively high number of papers (mostly from production
et al., 2022), by using the so-called French method for multivariate research), as expected, while other journals became more interested on
Table 2
Current issues related to CE and research in action in packaging: food and beverage vs. non-food sector.
Business Current issues Research in action Authors
sector
Food and REDUCE/RECYCLE/REUSE Avoidance of not recyclable multi-layer plastic; recyclability; Matthews et al. (2021); Otto et al. (2021); Bortolini et al., 2018;
beverage biodegradability; and reuse rate of packaging Postacchini et al. (2018).
sector SAFETY/PREVENTION OF Risk perception about food, packaging & technology; Byrd et al. (2021); Lebelo et al. (2021); Stampfli et al. (2010).
RISKS AND prediction and prevention of contamination
CONTAMINATION
WASTE REDUCTION/WASTE Prevention of food waste; bioplastic food packaging; life-cycle Spreafico and Russo (2021); Brennan et al., 2021; Kakadellis and
PREVENTION assessment; food loss reduction Harris (2020); Djekic et al. (2019); Poyatos-Racionero et al.
(2018); Yokokawa et al. (2018).
DESIGN/PHYSICAL Visualisation mode of packaging (3D vs. AR); packaging ‘s eco- Petit et al. (2022); Ku and Chen (2021); Mukherjee et al. (2021);
FEATURES strategies; anthropomorphic signage; opaque packaging; Sundqvist-Andberg and Åkerman (2021); Zeng (2021); Ikonen
environmental policy design; green design; front-of-package et al. (2020); Zeng et al. (2020); Aagerup et al. (2019); Bray
nutrition labels et al. (2019); Latino et al. (2019); Świda et al. (2018).
SUPPLY CHAIN ISSUES Circular Supply Chain Management; value co-creation; Qin et al., 2021; Li et al. (2020); Batista et al. (2019);
production planning; logistics system design Giacomarra et al., 2020.
Non-food SUPPLY CHAIN ISSUES Green supply chain management; customer-supplier Ahmed et al. (2020); Lorenzini et al. (2018); Agrawal et al.
business relationship; reverse logistics (2016)
sector ADVERTISING AND Reduction of greenwashing Kahraman & Kazançoğlu (2019)
PACKAGING STRATEGIES
DESIGN/PHYSICAL Visual and verbal packaging design Salem (2018)
FEATURES
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M. Palazzo et al. Journal of Cleaner Production 388 (2023) 135984
Table 3
Outcomes, barriers, incentives and CE framework for intelligent packaging.
Active variables/ Outcomes % Barriers % Incentives % CE framework %
modalities
Behaviour change 26.9 Economic constraint 26.2 Address stakeholder 31.5 Smarter product use and 70.0
needs manufacture
Technology acceptance 18.5 Resource constraint 23.1 Added value 30.8 Useful application of materials 14.6
Efficiency/optimisation 16.2 Buying routines 20.0 Collaboration and 19.2 Extend lifespan of product and 10.8
coordination its parts
Circular Supply Chain 14.6 Lack of support 12.3 Information 12.3 More than one perspective on 4.6
Management CE
Emission reduction 12.3 Rejection of 10.0 Interaction product/ 3.1
innovativeness packaging
Technological advancement 11.5 Indifference 8.5 Ensure non 3.1
contamination
this topic rather more recently and decided to explore it from different observation - 66%); secondary data (e.g., bibliometric records, content
angles (e.g., marketing, consumer behaviour, retailing services). extraction) were employed in 20 papers (15%); a mix of primary and
“Innovation” accounted for the most articles (37, 29%), followed by secondary data in 4 articles (4%) and 20 papers (15%) did not exploit
“packaging design” (19, 15%). Articles on sustainability accounted for any data source since they focus on theoretical modelling.
nearly 30% of the total, including discussions on sustainable packaging, For each publication, we coded the outcomes, barriers, incentives
waste management and sustainable supply chain management. Other and CE framework (Table 3). It emerges that behaviour change is the
issues include “Labelling” (9%), “Packaging functions” (5%), “Consumer most important outcome to be achieved for about 25% of papers, as
perceptions of packaging” (4%), “Logistic management” (3%), and changes in routines in buying behaviour are considered decisive for
“Brand management” (2%). successful implementation of intelligent and circular packaging (Yoko
Not surprisingly, the food sector is mostly influenced by original kawa et al., 2018; Herbes et al., 2018; Testa et al., 2020; Ratnichkina
features in terms of packaging: 52 papers (40%) refer to food and et al., 2021). Other mentioned outcomes concern technology acceptance
beverage characteristics (e.g. cheese; fruit; vegetable; fish; meat), while among the public and various stakeholders (Ford et al., 2016; Voipio
9 articles (7%) are related to non-food businesses (e.g. personal care; et al., 2020), and issues related to efficiency/optimisation (Jubiz-Diaz
electronics; flowers; pharmaceuticals), and 9 articles (7%) compare food et al., 2019; Glock et al., 2019), the overall circularity of supply chain
and non-food sectors and their way to involve intelligent, active, smart (Zhang et al., 2016; Gupta and Singh, 2020). Other papers focus on the
and ergonomic packages. Almost half of the sample (60 papers; 46%), outcomes of reducing emissions (Ajwani-Ramchandani et al., 2021) or
analysed new packaging without taking into account a specific business promoting technological advances (Casarejos et al., 2018; Lebelo et al.,
sector. 2021).
Table 2 presents an analysis of current issues and research in action About 50% of papers highlight economic (Simms and Trott, 2014;
that are triggered by the growing importance of enhanced features of Han et al., 2019) and resource (Kakadellis and Harris, 2020; Mahmoudi
packaging. Based on the content mainly analysed in the food sector and Parviziomran, 2020) constraints as the main barriers to the adoption
along with trends identified in the non-food sector, the table summarizes of packaging with enhanced features. Syrjälä et al. (2020), Świda et al.
the major contributions from extant literature and offered practical (2018), Hollywood et al. (2013) showed that some buying routines may
insights. discourage consumers from embracing intelligent packaging. Other
barriers include indifference towards the original characteristics of
3.2. Theoretical frameworks, methods, research tools and “active packaging (Byrd et al., 2021; Silayoi and Speece, 2004), lack of support
variables” among partners in developing new features (Yusuf et al., 2017; Laguir
et al., 2021) and rejection of innovativeness (Van Rompay and Velt
More than half of the articles did not adopt a specific theoretical kamp, 2014; Ajwani-Ramchandani et al., 2021).
approach. However, 27 articles dealt with behavioural approaches Conversely, as for incentives, the ability to address stakeholders’
(especially related to purchasing decisions), 11 papers with the circular demands and mechanisms for added value creation are present in nearly
economy, and 5 with life cycle assessments. Other approaches focus on two third of the selected articles. Organisations seem to be more inclined
collaboration and stakeholder theories, natural-resource based view, to approach the innovative functions of packaging, if they are aware that
adaptive resonance theory, and C–K theory, thus indicating a very they are creating added value for their stakeholders (Świda et al., 2018;
fragmented scenario. Syrjälä et al., 2020; Ferrara et al., 2020; Zeng, 2021). Collaboration and
A qualitative approach was used in 89 papers (68%), quantitative coordination strategies with key partners (Chan, 2007; Lorenzini et al.,
methods in 29 (23%), and 12 (9%) used a mixed method. Various 2018) are also indicated as important facilitators for adopting intelligent
research tools are used to describe the features of intelligent, smart, packaging.
interactive and ergonomic packaging. Byrd et al. (2021) used a survey to We also coded the papers following Kirchherr et al., 2017: 225), who
analyse consumers’ risk perceptions about food, restaurant food, and structured the circular economy into: (i) ‘useful application of mate
restaurant food packaging during the COVID-19 pandemic. Escursell rials’; (ii) ‘extend lifespan of products and their parts’; and (iii) ‘smarter
et al. (2021) used a systematic literature review of the evolution of product manufacturing and use’. To sum up, the great majority of papers
e-commerce packaging. Wallenburg et al. (2021) used several experi adopt a higher-level perspective on CE, thus involving ‘smarter product
ments to show that packaging influences the number of returns in online use and manufacture’ rather than a partial view of circularity, for
retailing. Finally, Li et al. (2020) used mathematical models to illustrate example considering only the extension of lifespan of products. The first
the benefits for integrating packaging with planning production step towards a circular economy is considered central by, for example,
routines. Palombini et al. (2017) and Postacchini et al. (2018); while the second
Surveys are the most used research tool (21%); followed by sys step inspired Rapp et al. (2017) and Jubiz-Diaz et al. (2019). Finally, the
tematic literature reviews (13%); experiments (13%); case studies last step was investigated by Bortolini et al. (2018), Stoica et al. (2020),
(11%); and mathematical model and interviews (each 9%). Most papers Lydekaityte and Tambo (2020), highlighting that the enhanced features
used primary data (e.g., surveys, interviews, focus groups, experiments, of packaging are more in line with the circular economy approach than
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M. Palazzo et al.
Table 4
Trending articles in the area of packaging (1991–2021).
Authors Year Source title Cited Purpose Method (research Main Issues Outcomes Barriers Incentives Circular Economy
by tool) Framework
Handfield 1997 Journal of 396 Develop a taxonomy of environmentally friendly Mixed (case study) sustainability efficiency/ lack of address extend lifespan of
et al. Operations best practices within the operations optimisation support stakeholder needs product and its
Management management value chain. parts
Kulp et al. 2004 Management Science 321 Develop a conceptual framework that relates Quantitative supply chain efficiency/ lack of collaboration and smarter product
information-integration initiatives to (survey) management optimisation support coordination use and
manufacturer profitability. manufacture
Silayoi and 2007 European Journal of 300 Explore the perceptions about packaging Qualitative (survey) brand behaviour change buying added value smarter product
Speece Marketing technology. management routines use and
manufacture
Silayoi and 2004 British Food Journal 272 Integrate packaging into an effective purchasing Qualitative (focus packaging behaviour change indifference information smarter product
Speece decision model, by understanding packaging group) design use and
elements as important marketing manufacture
communications tools.
Spence and 2011 Psychology and 210 Demonstrate the importance of the feel of a Quantitative packaging technology buying added value smarter product
6
Gallace Marketing product and its packaging, in determining (mathematical design acceptance routines use and
product evaluation. models) manufacture
Sweeney and 1992 Journal of the 188 Present a bibliography on cutting and packing Qualitative (SLR) innovation technology economic address more than one
Paternoster Operational problems. (general) acceptance constraint stakeholder needs perspective on CE
Research Society
Prakash and 2017 Journal of Cleaner 183 Examine the influence of eco-designed Quantitative packaging behaviour change economic address smarter product
Pathak Production packaging on consumers’ response. (survey) design constraint stakeholder needs use and
manufacture
Sharfman 2009 Business Strategy 165 Determine conditions under which firms engage Qualitative supply chain circular supply lack of collaboration and useful application
et al. and the Environment in cooperative supply-chain environmental (interview) management chain support coordination of materials
management. management
Farooque et al. 2019 Journal of Cleaner 115 Offer a comprehensive integrated view of Qualitative (SLR) supply chain circular supply indifference collaboration and more than one
Production Circular Supply Chain Management (CSCM). management chain coordination perspective on CE
management
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M. Palazzo et al. Journal of Cleaner Production 388 (2023) 135984
CLUSTER 3 “COLLABORATIVE ISSUES” (19.23%) 5. Implications and suggestions for future lines of research
8.17 84.00 84.00 19.23 collaboration INCENTIVES
and coordination Our review provides a comprehensive mapping of the new trends in
7.58 100.0 64.00 12.31 lack of support BARRIERS
research into packaging by discussing the literature on the enhanced
6.78 80.95 68.00 16.15 circular supply OUTCOMES
chain
features of this topic and using cluster analysis to identify the main
4.48 68.75 44.00 12.31 supply chain MAIN ISSUES research streams.
management
3.57 85.71 24.00 5.38 collaborations & CORE THEORY 5.1. Limitations
stakeholder
3.12 57.14 32.00 10.77 extend lifespan of CE
products FRAMEWORK The main limitation is due to the fact that we only selected articles
2.59 80.00 16.00 3.85 dyad PERSPECTIVE that met our quality threshold (i.e., included in ABS journal guide 2018)
2.59 80.00 16.00 3.85 logistics PERSPECTIVE and content criteria (‘smart, active, intelligent, and ergonomic pack
2.52 50.00 28.00 10.77 case study RESEARCH
aging’), so some valuable findings may have been overlooked. More
METHOD
over, our search terms may not have found all relevant articles, despite
our attempt to rectify this issue by considering the concepts in different
modality. research areas (e.g., areas of business, psychology and decision making).
As shown in Fig. 3, we put “linear economy” and “circular economy” It is important to account for any biases that could exist in coding,
labels as endpoints on the vertical axis, “partner level” and “consumer proposed frameworks, and suggestions for future research, since those
level” labels on the horizontal axis. The three clusters are distinct and are based on the authors’ subjective interpretations. Finally, we
positioned far from each other. They are closer to “circular economy” acknowledge that SRm could not be particularly ground-breaking
label, even if the second cluster labelled “VALUE CHAIN ISSUES”, ac (Heinis et al., 2022), but, in this case, it is certainly an appropriate
counting for 50% of publications is about in the middle zone. basis for suggesting future streams of research and for supporting
The first cluster, labelled as “BUYING PROCESS”, represents 30% of managers involved in their transition to circular economy.
total publications. This cluster is completely characterized by the focus
on changes in consumer behaviour as a primary outcome (Silayoi and 5.2. Theoretical and practical implications
Speece, 2007; Simms and Trott, 2014; Rapp et al., 2017; Świda et al.,
2018). These papers identify those buying routines at consumer level Research in this field still seems to be fragmented. There are diver
that may prevent change in packaging adoption and use, such as the sified, even though complementary, subjects within clusters, giving a
acceptance of alternatives to glass in wine bottling (Ferrara et al., 2020) wide-ranging perspective of the recent development in packaging. The
or misconceptions about sustainability in the packaging of other foods in buying process (cluster 1), and value chain issues (cluster 2) represent
liquid form (Boesen et al., 2019). In this cluster, there is a wide preva respectively 30% and 50.76% of our selected publications and are thus
lence of marketing and consumer behaviour papers that analyse the decisive items to be considered by managers in setting strategies for
purchasing process, with just a few exceptions (Kumar et al., 2008). packaging, and also for raising the attention of scholars. Cluster 3, i.e.,
collaborations by different actors of the supply chain, were the least
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M. Palazzo et al. Journal of Cleaner Production 388 (2023) 135984
robust, with 19.23% of the selected publications, though this number of 5.3. Future research in action: how intelligent packaging can favour the
publications is likely to increase given that many researchers have noted transition to CE
that organisations are strongly involved in developing packaging in
novations as a way to add value to key stakeholders. Collaboration be A key conclusion of our review is that the investigation of current
tween organisations and stakeholders can easily lead to co-creation trends in packaging, presented in each cluster, reflects different phases
opportunities in developing new forms of packaging, which can result in in the path towards circular economy, due to the complexity of the
a higher level of engagement, a deeper understanding of consumer process that leads from a linear economy to the new circular economic
behaviour, and a more customer-centric marketing plan (Kulp et al., perspective. On the basis of the results achieved so far, Table 6 suggests
2004; Sharfman et al., 2009; Yenipazarli, 2017). Future research could future lines of research (FR) related to innovation in the packaging
thus analyse the potential effects of customer proactivity: buyers can sector, detailed by clusters. These topics contribute to the progress of
suggest how to rethink the features and functions of packaging, not only this academic field, providing more knowledge to managers and de
in the B-to-C sector but also in the B-to-B marketplace. signers and especially answers on how to reach relevant outcomes, in a
The new trends in the packaging field according to the three clusters circular economy perspective, leveraging on specific incentives and
are shown in Fig. 4. Packaging with enhanced features will likely impact avoiding barriers.
on an organisation’s overall life, on the relationship between consumers We believe that our review also has managerial implications and can
and products, and on the economy as well, as it brings new opportunities inspire research in action (RA). If organisations use innovative pack
and threats to organisations, giving them the opportunity to rapidly aging, the drivers (outcomes, barriers, and incentives) can contribute to
transition from a linear approach to a circular one (Meherishi et al., help stakeholders developing sustainable practices, while fostering the
2019). circular economy in businesses and society. More concrete examples and
The emerging innovative functions of packaging may not yet have action research that highlight the circular attributes of packaging are
triggered much interest in organisations and key stakeholders (Cappel needed, as these would help managers and practitioners appreciate the
lesso and Thomé, 2019). Therefore, organisations need to understand principles and benefits of the circular economy. It is paramount to
how to use these promising assets, which are now playing a strategic role communicate the ‘best practices’ that connect packaging with the cir
in rethinking business performance (Mahmoudi and Parviziomran, cular economy, so that intelligent packaging can be defined by
2020). While successfully exploit the current trends in the packaging leveraging on a further dimension. Consequently, organisations should
area can offer different outcomes, it can also be facilitated by incentives gain more understanding of how packaging with circular attributes is
or impeded by barriers. potentially another key innovation associated with intelligent
packaging.
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M. Palazzo et al. Journal of Cleaner Production 388 (2023) 135984
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