| Summary: | Sustainable packaging design plays a strategic role across several industries. Using the Italian market as the perimeter of the analysis, this paper aims to broaden the knowledge of corporate attitudes, perceptions, and behaviors toward sustainable packaging along the entire supply chain. A mixed-method approach was used, integrating qualitative and quantitative data collected from 33 in-depth interviews and a survey on a sample of 462 companies. The results revealed that a challenging goal will consist of reconciling technological advances and marketing instances, and that the entire supply chain should be synergistically involved in packaging sustainability. It was also found that larger companies consider sustainability as part of a broader business strategy, whereas smaller ones possess a tactical vision. The study provides valuable insights to better comprehend and manage a complex ecosystem such as that of sustainable packaging.
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