Packaging paradoxes in food supply chains: exploring characteristics, underlying reasons and management strategies

PurposeThe purpose of this paper is to explore different types of packaging paradoxes and the reasons for their existence in food supply chains.Design/methodology/approachThe research uses a multiple case study approach with rich empirical data from seven leading companies in Swedish food supply chains. The research uses coding and a paradox theory lens to analyse packaging paradoxes, both within and between companies in a supply chain.FindingsThe paper provides a novel theoretical lens which uses comprehensive empirical data to identify and categorise four types of packaging paradoxes on two system levels in food supply chains. It presents detailed descriptions of, and underlying reasons for, the paradoxes. It also discusses strategies required to manage packaging paradoxes.Research limitations/implicationsFuture research should confirm and extend the findings in this study by incorporating data from companies in other countries. It should cover the importance of paradoxes, their impact on company performance and innovation, and how different paradoxes are related to each other. It should also investigate strategies to manage paradoxes further.Practical implicationsThe findings should help companies acknowledge and identify management principles for packaging paradoxes in food supply chains.Originality/valueIt is the first study which systematically explores packaging paradoxes in food supply chains. The study offers a new approach to understand the complexity of packaging decisions in food supply chains. It contributes to the packaging logistics literature by extending theoretical knowledge about conflicts of interest related to packaging. The management discussion offers initial insights into management of packaging paradoxes and directions for future research.