FUNCTIONAL VERSUS ENVIRONMENTAL ATTRIBUTES IN SUSTAINABLE FOOD PACKAGING PREFERENCES: EVIDENCE FROM INDONESIAN UNIVERSITY STUDENTS USING ANALYTICAL HIERARCHY PROCESS (AHP)

Abstract

The increasing use of food packaging has contributed significantly to plastic waste generation and environmental degradation. Environmentally friendly food packaging has emerged as a potential solution to reduce environmental impacts while maintaining the primary functions of packaging. Understanding consumer preferences for eco-friendly food packaging attributes is essential for supporting the development of packaging that aligns with consumer needs and sustainability principles. Therefore, this study aims to determine the priority attributes of environmentally friendly food packaging based on university students’ preferences using the Analytical Hierarchy Process (AHP). Data were collected from 12 university students who had experience using food packaging and were aware of environmental sustainability issues. The analysis was conducted using Expert Choice 11 software to determine the priority weights of each criterion and sub-criterion. The results indicate that functionality is the most important attribute in selecting environmentally friendly food packaging, followed by material, price, and appearance. At the sub-attribute level, maintaining food quality was identified as the highest priority, followed by ease of carrying, leak-proof durability, and microwaveability. Regarding material attributes, reusable packaging was the most preferred alternative, while conventional plastic packaging received the lowest preference. These findings suggest that although students value environmental sustainability, functional utility remains the primary consideration in packaging selection. This study contributes to the sustainable consumption literature by highlighting the trade-off between functional and environmental considerations in consumer preferences for eco-friendly food packaging. The findings provide practical insights for packaging developers and food businesses in designing packaging solutions that balance functionality and sustainability.