Unpacking Sustainable Packaging Through the Stimulus-Organism-Response Model: A Systematic Literature Review

Abstract

This study aims to synthesize key elements from sustainable packaging research on consumer behavior and apply the Stimulus-Organism-Response (SOR) model to understand consumer responses. A systematic literature review (SLR) using Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) method was utilized to compile the current body of knowledge concerning sustainable packaging. Through a SLR, this study concluded the effects of various marketing and external stimuli on consumers’ perceptions and responses in the context of sustainable packaging, using the SOR model as a framework. The final list of 63 studies provides an integrative framework to better understand consumer behavior regarding sustainable packaging. Stimuli relevant to sustainable packaging are categorized into other stimuli and marketing stimuli, prominently including packaging, product attributes, brand, and label. Psychological and personal factors dominate the variables related to the organism, while behavior, particularly in sustainable consumption is the most frequently mentioned response. The unique aspect of this study is its thorough examination of the subject within the framework of the SOR model, utilizing a wide range of search terms related to sustainable packaging.