Consumers' role in responsible packaging - Improving circular economy innovation capacities in packaging value chain

The ResPa project (Consumers’ Role in Responsible Packaging – Improving Circular Economy Innovation Capacities in the Packaging Value Chain) aims to strengthen companies’ innovation and green skills by emphasizing the consumer’s role in the circular economy. The project addresses the need to improve packaging circularity, reduce overpackaging, and minimize waste to meet EU sustainability goals.

ResPa focuses on recyclable and reusable consumer packaging, consumer behavior before and after purchase, and integrating consumers as active participants in the packaging value chain. It promotes the development of circular economy business models and strategies through collaboration between businesses, higher education, and vocational training providers, following the Quadruple Helix and Living Lab approaches.

The project enhances knowledge sharing and communication across the value chain, supports capacity building, and develops modern educational content delivered through targeted micro-credentials and digital badges. Ultimately, ResPa seeks to advance packaging sustainability and circularity by combining innovation, skills development, and stakeholder collaboration.

The ResPa project addresses a critical sustainability challenge: the growing amount of packaging waste and the urgent need to transition to a circular economy. Packaging is a major user of virgin materials in Europe, and current trends show a significant increase in waste if no action is taken. This threatens the EU’s climate-neutrality goal for 2050 and calls for systemic change.

The project aligns with key European Commission strategies, including the European Green Deal, the Circular Economy Action Plan, and the Competitiveness Compass for the EU. These policies emphasize green and digital transitions, resource efficiency, and innovation. The Packaging and Packaging Waste Regulation (PPWR) introduces ambitious requirements such as full recyclability and reuse systems, which demand new skills, technologies, and business models across the packaging value chain.

Consumers play a central role in achieving these targets, yet challenges remain with e.g. sorting systems, labeling, and acceptance of reuse models. ResPa responds by fostering collaboration among businesses, education providers, and public actors, supporting companies in implementing PPWR requirements, and developing modern learning tools and micro-credentials to close skills gaps. This approach strengthens industry and trade sector competitiveness, empowers consumers, and drives innovation for a greener, more resilient future.

A major priority of the ResPa project is to promote the transition to a Circular Economy (CE), and to support EU's Circular Economy Action Plan and Green Deal by increasing empowerment and commitment for greener consumption. The ResPa project responds to the recognised need for improving packaging materials’ circularity, avoiding overpackaging, and reducing packaging waste to meet the local, regional, and EU-wide goals by focusing on the contribution and role of the consumer.

The project aims to stimulate the re-use and recyclability of packaging by emphasising the need for changes in consumer behaviour. It engages actors across the packaging value chain to collaboratively identify the new skills and innovation capacities required for a sustainable and circular future. At the same time, it provides companies with opportunities to develop circular economy technologies, business models, and strategies that strengthen the packaging value chain and consumer circular engagement. Furthermore, the project supports education and training providers in the Green and Digital Transition by addressing identified skills gaps and creating modern learning tools aligned with the European approach to micro-credentials.

The ResPa project will drive positive change by accelerating the transition to a circular economy in the packaging sector and beyond. It strengthens collaboration between businesses, consumers, and education providers, enabling companies to meet EU sustainability goals and adapt to new regulations such as the Packaging and Packaging Waste Regulation (PPWR). By developing innovative business models and targeted micro-credentials, the project closes skills gaps, fosters green and digital skills and company level competences, and promotes consumer engagement especially in reuse and recycling.

The expected impact includes improved industry capacity for innovation, enhanced consumer awareness and circular participation, and the creation of new business opportunities aligned with circular economy principles. ResPa also contributes to EU-wide objectives under the European Green Deal and the Circular Economy Action Plan, while supporting UN Sustainable Development Goals on responsible consumption, innovation, and quality education. In the long term, the project will lead to systemic changes in mindset, for example by improved recycling rates and fostering the packaging re-use, and stronger collaboration between academia and industry, ensuring lasting benefits for society, the environment, and the economy.

Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency (EACEA). Neither the European Union nor EACEA can be held responsible for them.

Erasmus+ Alliances for Innovation 2021-2027

Euroopan komissio

Nina Kukkasniemi
nina.kukkasniemi [at] tuni.fi