Document Type : Original Article
Authors
1 Associate Professor, Department of Information Science and Knowledge Studies, Islamic Azad University, Science and Research Branch, Tehran, Iran
2 M.A. in Business Administration, Strategy Track, Islamic Azad University, Science and Research Branch, Tehran, Iran
Abstract
Purpose: To develop a comprehensive framework consolidating the body of knowledge on sustainable packaging adoption in the Iranian cosmetics and personal care industry, focusing on identifying the key dimensions and components that facilitate the acceptance and implementation of green packaging.
Methodology: An exploratory mixed-methods approach, combining qualitative and quantitative phases, was employed. The qualitative stage included a systematic review of 92 articles (2000-2025) and a fuzzy Delphi study with industry experts to define priorities. In the quantitative stage, a Delphi-based questionnaire was administered to senior managers of 194 companies. Data from 140 respondents were analyzed using structural equation modeling to validate and rank the dimensions and components.
Findlings: The findings revealed that technological and environmental dimensions most strongly facilitate knowledge flow. Packaging innovations and the shift to biodegradable materials ranked highest, followed by sustainable design features such as full recyclability and circular design. Although the economic dimension—including cost-benefit analysis and return on investment—was influential, it was less prominent than the technological and environmental factors. Consumer green attitudes and managerial commitment also exerted significant supportive effects.
Conclusion: The proposed framework enables prioritization and focused attention on critical factors in sustainable packaging development and serves as a decision-making guide for managers and policymakers.
Value: The framework provides a structured approach to institutionalizing sustainable strategies within the cosmetics and personal care sector and enhances scientific clarity by identifying essential components and dimensions.
Highlights
Alavi Foumani, S. F., Gholipoursolaimani, A., & Rezaei Kalidbari, H. (2023). Designing and measuring the antecedents and consequences of consumer purchasing behavior in choosing environmentally friendly packaging with a mixed approach. Journal of Marketing Management, 18(1), 85–103. https://doi.org/10.30495/jomm.2022.67825.1943 [In Persian]
Bar Am, J., Doshi, V., Malik, A., Noble, S., & Frey, S. (2023, February 6). Consumers care about sustainability—and back it up with their wallets. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/consumers-care-about-sustainability-and-back-it-up-with-their-wallets
Chauvel, D. (2016). Knowledge as both flows and processes: Proposed by GeCSO 2013 conference committee. Knowledge Management Research & Practice, 14(1), 1–3. https://doi.org/10.1057/kmrp.2016.1
Chen, Y., & Chang, C. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489–500. https://doi.org/10.1007/s10551-012-1355-4
Darayi, A., Akbari, M., & Mousavi Kashi, Z. (2021). Investigating the factors affecting the relationship between green packaging and green brand attachment. New Marketing Research Journal, 11(3), 45–66. https://doi.org/10.22108/nmrj.2021.124655.2218 [In Persian]
Ghiyasabadi Farahani, M., Ghaffari Ashtiani, P., Gholipour Faridouni, S., & Shababi, H. (2021). Identifying the factors affecting the intention to purchase green packaging. Journal of Packaging Science and Technology, 12(45), 6–21. https://packaging.ihu.ac.ir/article_206187.html [In Persian]
Girard, J., & Girard, J. (2015). Defining knowledge management: Toward an applied compendium. Online Journal of Applied Knowledge Management, 3(1), 1–20. https://www.iiakm.org/ojakm/articles/2015/volume3_1/OJAKM_Volume3_1pp1-20.pdf
Han, H., Yu, J., Kim, W., & Kim, T. (2019). Impact of social/personal norms and willingness to sacrifice on young vacationers’ pro-environmental intentions. Journal of Travel & Tourism Marketing, 36(5), 536–548. https://doi.org/10.1080/09669582.2018.1538229
Hasangholipour Yasouri, T., Mosibi, A., Najafi Siahroodi, M., & Alavi, S. M. (2014). Investigating the factors affecting customers’ attitude towards green packaging and their purchase intention. Journal of Brand Management, 1(1), 218–224. https://doi.org/10.22051/bmr.2014.1214 [In Persian]
Herbes, C., Beuthner, C., & Ramme, I. (2020). How green is your packaging? A comparative international study of cues consumers use to recognize environmentally friendly packaging. International Journal of Consumer Studies, 44(3), 258–271. https://doi.org/10.1111/ijcs.12560
Herbes, C., Mielinger, E., Krauter, V., Arranz, E., Cámara Hurtado, R. M., Marcos, B., Poças, F., Ruiz de Maya, S., & Weinrich, R. (2024). Company views of consumers regarding sustainable packaging. Sustainable Production and Consumption, 52, 136–150. https://doi.org/10.1016/j.spc.2024.10.018
Hosseini Rastami, S. M. R., & Haghighi, M. (2023). Investigating the role of applying green marketing approach on strengthening the brand of food industry. Journal of Management, Economics and Entrepreneurship Studies, 4(1), 88–99. https://doi.org/10.22034/jmek.2023.393926.1086 [In Persian]
Imran, N. F. N. B. A., Effendee, N. F. B. N., Faris, N. H. H. B. M., Puad, N. I. S. B. M., Nitin, N., Verma, V., Mayur, K., Lim, H. L., Ng, W. C., Baliyan, M., & Kee, D. M. H. (2024). The effect of eco-friendly packaging on consumer purchase intention: A study of beverage sustainable packaging practices. Journal of the Community Development in Asia, 7(1), 1–13. https://doi.org/10.32535/jcda.v7i1.2539
Lendzion, J. P. (2015). Human resources management in the system of organizational knowledge management. Procedia Manufacturing, 3, 674–680. https://doi.org/10.1016/j.promfg.2015.07.303
Lindh, C., Olsson, A., & Williams, H. (2016). Consumer perceptions of food packaging: Contributing to or counteracting environmentally sustainable development? Packaging Technology and Science, 29(1), 3–23. https://doi.org/10.1002/pts.2184
Mohammad Esmaeil, S., & Hamidi, F. (2021). Knowledge flow model in the banking industry. Journal of Strategic Management of Organizational Knowledge, 4(1), 123–153. https://doi.org/10.47176/smok.2021.1251 [In Persian]
Nonaka, I. (1994). A dynamic theory of organizational knowledge creation. Organization Science, 5(1), 14–37. https://doi.org/10.1287/orsc.5.1.14
Nordigården, D., Feber, D., Grünewald, F., Pley, M., & Conrad, M. (2025, June 4). Do US consumers care about sustainable packaging in 2025? McKinsey & Company. https://www.mckinsey.com/industries/packaging-and-paper/our-insights/do-us-consumers-care-about-sustainable-packaging-in-2025
Oloyede, O., Lignou, S., & Hadley, R. (2021). Sustainable paper-based packaging: A consumer’s perspective. Sustainability, 13(21), Article 11755. https://doi.org/10.3390/su132111755
Ritchie, H., Samborska, V., & Roser, M. (2023). Plastic pollution. Our World in Data. https://ourworldindata.org/plastic-pollution
Sadeghi, M., & Mehrani, H. (2016). Consumer response to sustainable packaging: The relationship between visual appearance, verbal claims and consumers’ environmental concerns. Journal of Packaging Science and Technology, 7(27), 5–18. https://civilica.com/doc/928626 [In Persian]
Sandelowski, M., & Barroso, J. (2007). Writing the qualitative metasynthesis: Issues and techniques. Research in Nursing & Health, 30(4), 375–382. https://doi.org/10.1002/nur.20196
Schutte, M., & Snyman, R. (2006). Knowledge management and collaboration: Are we confused? The Electronic Library, 24(2), 210–221. https://doi.org/10.1108/02640470610660321
Seifollahi, N., Rahimi Kalour, H., & Hojjati Nokhodchari, M. (2023). Investigating the effect of environmental orientation and green packaging on social capital. Journal of Packaging Science and Technology, 14(55), 41–50. https://packaging.ihu.ac.ir/article_208486.html?lang=fa [In Persian]
Serenko, A., & Bontis, N. (2016). Understanding counterproductive knowledge behavior: Antecedents and consequences of intraorganizational knowledge hiding. Journal of Knowledge Management, 20(6), 1199–1224. https://doi.org/10.1108/JKM-05-2016-0203
Sethi, A., & Malviya, B. (2025). Green packaging and brand image: An analysis of consumer preferences and loyalty. International Journal of Innovations & Research Analysis, 5(1), 15–22. https://doi.org/10.62823/IJIRA/05.01.7147
Turkcu, D., & Tura, N. (2023). The dark side of sustainable packaging: Battling with sustainability tensions. Sustainable Production and Consumption, 40, 412-421. https://doi.org/10.1016/j.spc.2023.07.007
Yadav, R., & Pathak, G. S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732–739. https://doi.org/10.1016/j.jclepro.2016.06.120
Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. International Journal of Environmental Research and Public Health, 17(18), Article 6607. https://doi.org/10.3390/ijerph17186607
Keywords
- Environmentally friendly packaging
- Sustainable packaging
- Green packaging strategies
- Factors affecting adoption of green packaging
- Iranian cosmetics and personal care industry
Main Subjects
)