From waste to value : how innovations in green packaging services drive sustainability in Finnish retail

Abstract

This master’s thesis presents a comprehensive investigation into how innovations in smart and sustainable packaging are shaping the transition toward environmental responsibility in Finnish retail. Focusing on leading companies such as S Group, Kesko, and Lidl, the study aims to raise awareness of ongoing initiatives while identifying existing challenges and research gaps in implementing circular packaging solutions. The research adopts a dual-method approach, combining expert interviews with detailed analysis of corporate sustainability reports and policy documents.

Through this integrated methodology, the study captures both strategic intentions and operational realities, offering a contextual understanding of packaging innovations within Finland’s evolving regulatory and consumer landscape. The findings are synthesized into a strategic framework, highlighting key drivers, barriers, and opportunities for smart packaging adoption. The thesis concludes with a concise summary and a comparative matrix to improve accessibility and clarity. It also contributes empirical insights and practical recommendations to support future academic and industry work on sustainable packaging transformation.