There is an increasing awareness of the environmental damage of use of plastic packaging,  and consumers are reacting to food packaging overuse. Technological innovations are currently involved in the creation of thinner and lighter containers, totally recyclable, made from recycled plastics as well as made from compostable materials. The consumer dimension is critical to a successful green transition. This session includes studies on how to make effective claims and certifications for environmental messaging, the creation of attractive eco-designs and  understanding of the drivers and potential barriers consumers’ acceptance, willingness to purchase market innovations.