Rethinking consumer convenience as a barrier to reusable packaging systems

Reusable packaging systems have been recognised as a part of sustainability and circular economy transitions but they are widely considered to be inconvenient for the consumer. This article challenges the notion that reuse systems are necessarily inconvenient by drawing attention to reuse practices, differences between reusable packaging systems, and associated complexes of consumption practices. Theoretical insights from studies of convenience food and meal planning are used to inform our approach to convenience and convenient practices. In the UK, recent reusable packaging trials in mainstream retail have offered consumers the opportunity to participate in reusable packaging systems as part of their otherwise ordinary consumption. Based on qualitative research conducted with reusable packaging system users participating in these trial systems and others during this time, three practice complexes are identified and examined. These are bulk buying, organisational practices and weekly shopping. The analysis of these complexes provides insight into difficult aspects of reusable packaging systems, while separating discussion of these aspects from areas which would change with system transition. This locates the niche position of reusable packaging systems within a potential transition process and reiterates the importance of considering convenience in context.