Factors Affecting Customers’ Acceptance of Rigid Plastic Packaging Design based on Material Value Conservation Paradigm

Increasing plastic consumption each year has led to growing concern over its waste. There are several ways that has been done in order to reduce plastic waste over the years and one of them is recycling. In Indonesia, plastic recycling rate is low despite the country's high plastic waste production. In order to increase plastic recycling rate, value of rigid plastic packaging post consumption must be maintained as high as possible. Based on material value conservation paradigm, the use of color, glue, ink, and other treatment toward rigid plastic packaging will affect its value. Plastic packaging design based on material value conservation paradigm is used to maximize value of post consumption plastic packaging. However, through observation, most of beverages with rigid plastic packaging in the market do not meet material value conservation criteria. In this paper, customers’ acceptance model of beverages with rigid plastic packaging that fulfil material value conservation criteria is developed to encourage the implementation of rigid plastic packaging according to material value conservation paradigm.