The 'Yuck Factor' and Hygiene Perceptions: A Mixed-Methods Study on Consumer Trust in Shared Reusable Food and Beverage Containers

The transition from a single-use to a reusable packaging paradigm is a critical strategy for mitigating plastic pollution and advancing a circular economy. While reusable systems, particularly for food and beverage containers, offer significant environmental benefits, their success hinges on widespread consumer adoption. This adoption is often impeded by a significant psychological barrier: the 'yuck factor,' an intuitive feeling of disgust and contamination risk associated with using containers previously handled by strangers. This paper outlines a mixed-methods study designed to investigate the multifaceted nature of this hygiene-related consumer resistance. The study aims to (1) quantify the prevalence and intensity of hygiene concerns among different consumer demographics, (2) qualitatively explore the emotional and psychological underpinnings of the 'yuck factor,' and (3) identify which operational and informational interventions are most effective in building consumer trust in shared reusable systems. By combining quantitative survey data with in-depth qualitative interviews, this research seeks to provide actionable insights for businesses, policymakers, and system designers to overcome this critical barrier and accelerate the acceptance of reusable packaging.