Switching to Reuse? An Exploration of Consumers’ Perceptions and Behaviour Towards Reusable Packaging Systems

•Reusable packaging can reduce the environmental impact of single-use packaging by limiting waste and conserving resources.•Consumers are generally positive about reusable packaging but many aspects hinder their adoption.•Insights are derived from in-depth interviews about the physical experience of an RPS on-site and at home.•Practitioners can use insights to shape reusable packaging solutions leading to a wider consumer adoption.•Future studies should test interventions to counteract the barriers to adoption highlighted in this manuscript.