Jakarta — A 2026 study by Isra Ruddin, Alo Liliweri, and Mirza Ronda from Universitas Sahid Jakarta shows that carton packaging in Indonesia’s beverage industry functions not only as product protection but also as a strategic sustainability communication tool aligned with the Sustainable Development Goals. The research demonstrates that packaging design can shape consumer perception and strengthen environmentally responsible brand positioning in the FMCG sector.
Environmental concerns have become central to the beverage industry due to the growing impact of single-use packaging waste on ecosystems and climate change. In Indonesia, high consumption of packaged beverages combined with limited waste-management infrastructure has intensified the need for alternative packaging solutions with lower environmental impact.
The study explains that carton packaging provides a practical solution because it is derived from renewable resources, has higher recycling potential, and produces a relatively lower carbon footprint compared with conventional plastic packaging. Beyond its technical advantages, carton packaging also serves as a direct communication channel connecting sustainability values with consumers.
Using a qualitative case-study approach, the researchers examined sustainability communication strategies implemented by Indonesian FMCG companies adopting carton packaging. Data were collected over six months through in-depth interviews with communication professionals and consumers, observations of packaging design elements, and document analysis including sustainability reports and campaign materials.
The findings identify three main sustainability communication approaches embedded in carton packaging. The first is an informative approach that presents factual environmental claims such as recyclability and renewable material sourcing. The second is an emotional approach that uses nature-related imagery and environmental protection messages to build consumer engagement. The third is a narrative approach that communicates sustainability through short storytelling about material origins and environmental impact reduction.
The study shows that packaging functions as a direct communication touchpoint at the moment of purchase decision-making. Unlike advertising campaigns that rely on external media channels, packaging delivers sustainability messages instantly and continuously to consumers.
However, the research also reveals a gap between sustainability messages communicated by companies and consumer understanding. Many consumers recognize labels such as “eco-friendly” and “recyclable,” yet they do not fully understand the practical meaning or environmental implications of those claims.
According to Isra Ruddin from Universitas Sahid Jakarta, packaging acts as a symbolic communication medium that helps construct environmental meaning and strengthen brand positioning within sustainable marketing strategies.
Alo Liliweri from Universitas Sahid Jakarta emphasized that transparency and message consistency are essential to avoid greenwashing risks that may reduce public trust in sustainability initiatives.
Mirza Ronda from Universitas Sahid Jakarta highlighted the importance of integrating physical packaging with digital platforms such as QR codes to provide extended sustainability information beyond the limited space available on packaging surfaces.
The findings also demonstrate that sustainability communication strategies implemented through carton packaging align with SDG 12 on responsible consumption and production and SDG 13 on climate action. However, these connections are often communicated implicitly rather than explicitly to consumers.
This study provides important insights for beverage companies seeking to strengthen sustainability communication by combining informative, emotional, and narrative messaging strategies supported by transparent and verifiable environmental practices.
Isra Ruddin is affiliated with Universitas Sahid Jakarta. Alo Liliweri is affiliated with Universitas Sahid Jakarta. Mirza Ronda is affiliated with Universitas Sahid Jakarta.
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