Colloquia

Samenvatting

This research investigates how reusable, standardised packaging can be designed to facilitate a circular economy, while maintaining market differentiation. To answer this question, a balance was to be found between standardisation, differentiation and sustainability. Two research questions were formulated that take all three perspectives into account. These probe into technical requirements for reusable packaging to be scalable and how market differentiation can be maintained with standard packaging designs.

The research involved a combination of quantitative and qualitative methodologies, including a literature review, a case study, consumer study, and interviews with stakeholders.

The literature review suggests that while standardisation is key to scalability, it must be designed in a way that allows brands to maintain a unique identity and customers to make informed choices. Following this, the case studies investigate a real-world example of standardisation, with a particular focus on the technical feasibility. The consumer studies delve into how standardised packaging affects brand perception, willingness to buy and perceived quality. Finally, interviews with industry experts contribute additional perspectives, highlighting the practical challenges and opportunities in standardising reusable packaging.

The findings from these studies indicate that standardised reusable packaging can be designed in a way that does not adversely affect brand perception. However, achieving this requires a focus on visual and verbal branding elements to compensate for the loss of structural differentiation. The research also underscores the importance of lifecycle assessments to ensure that standardised reusable packaging meets sustainability goals. Finally, a list of requirements for the design of reusable packaging based on all perspectives was developed. This is used to envision what reusable packaging would look like. In addition, short- and long-term solutions were given for the presentation of reusable packaging in store.

The thesis suggests that future research should focus on creating prototypes and conducting pilot tests to evaluate the real-world effectiveness of different standardised packaging designs. Further, it is recommended that industry stakeholders collaborate to establish common standards and pool resources to make reusable packaging more efficient and cost-effective.

In conclusion, this research provides solutions from the sustainability, marketing and technical perspective, and offers valuable insights into how standardised, reusable packaging can be designed for a reuse pool system in the Netherlands.