Part 2: The Impact of a “Reuse Trace” (or “Wear Mark”) on Glass Containers
The reuse of glass packaging is emerging as a major pathway for improving product eco-responsibility. However, the visible “reuse trace” on glass can raise concerns about potential negative effects on product and brand perception. A recent scientific study examined this phenomenon across several product categories (wine, beer, fruit juice, food), analyzing key questions: Is the reuse trace noticed? Is it interpreted as a sign of reuse and eco-responsibility, or rather as a defect? What are its impacts on product perceptions (emotional response, quality, premium cues, trust, desirability, etc.)? What is the general attitude toward reuse and toward companies adopting such practices?
This study provides reliable and valuable insights into the impacts and implications of a reuse trace, thereby offering guidance for managerial decision-making on this highly relevant topic.