Reflections on Packaging Transitions: Industry Perspectives from SMEs and Large Companies in Sweden

Abstract Plastic pollution has become one of the most pressing environmental challenges of our time. Microplastics are now found in oceans, rivers, soils, and even the human body, raising growing concern about their toxicological and ecological effects. A significant proportion of this pollution originates from packaging, which represents one of the largest single uses of plastics globally. As packaging is deeply embedded in everyday production and consumption, it stands as both a major contributor to environmental harm and a critical site for innovation toward circularity. This paper explores how Swedish companies - both small and medium-sized enterprises (SMEs) and large corporations - perceive, interpret, and operationalise the transition toward sustainable packaging. Drawing on 26 semi-structured interviews with 18 firms across sectors, seven key areas emerge: the continued dominance of plastics and gradual shift to paper; challenges in adopting new materials; the need for consumer education; the impact of new legislation; supervision and certification; and the influence of large companies in shaping industry standards. These themes are examined through the lens of Diffusion of Innovations theory, revealing three underlying tensions-functionality versus sustainability, cost versus innovation, and individual versus systemic agency - that shape adoption trajectories.