Mandatory Tethered Caps on Plastic Beverage Bottles: Croatian Consumer Perception and Acceptance Pre- and Post-Implementation of the EU Single-Use Plastic Directive

The mandatory introduction of tethered caps on plastic beverage bottles under European Directive (EU) 2019/904 aims to reduce plastic litter and improve the collection efficiency of packaging waste. This regulatory change introduced a packaging design modification that directly affects consumer interaction. Consumer acceptance of this packaging innovation, however, remains uncertain. Drawing on research suggesting that product experience is shaped not only by physical interaction but also by expectations and value-based framing, this study examines whether the environmental intent of tethered caps is reflected in consumer perceptions over time. We analyze changes in consumer attitudes toward tethered caps before and after the legal obligation came into force, based on survey data collected in 2024 and 2025. Results indicate that overall consumer perceptions remained predominantly negative in both years, with a slight increase in negative responses following mandatory implementation. Although reported awareness of single-use plastic issues was higher in 2025, this did not correspond to improved evaluations of usability. Skepticism regarding the actual impact on waste reduction, along with ergonomic concerns and discomfort during drinking, were consistently identified as key barriers to acceptance. Socio-demographic analysis showed that age and employment status significantly influenced attitudes, whereas gender and place of residence did not. Contrary to expectations, younger respondents showed a shift toward more negative perceptions after implementation. Overall, the results suggest that the EU Single-Use Plastics Directive, although primarily aimed at achieving positive environmental outcomes, did not produce a comparable effect on consumer perception, as the environmental rationale did not significantly increase the acceptability of the tethered cap among users. This highlights the limits to value-based acceptance of sustainability-driven packaging measures and underscores the importance of integrating user-centered evaluation into regulatory design and communication strategies. These insights contribute to the broader discussion on the effectiveness of regulatory packaging interventions in the beverage sector.