AbstractThis study provides a comprehensive understanding of the factors influencing Italian consumers' choice of biodegradable and compostable packaging by using a hybrid framework that integrates the theory of planned behaviour with a discrete choice experiment. By analysing the interplay between internal and external factors and rational consumer evaluations, the research clarifies that consumers' choices can be explained by a combination of economic and psychological models, offering a more accurate representation of the driving forces behind consumer decisions. Applying latent class analysis, we identify consumer segments based on packaging preferences for packaged salad, knowledge of waste disposal rules and the psychological characteristics of a statistically representative sample of Italian consumers. The integration of a comprehensive behavioural model allows for the identification of psychological determinants that influence consumer behaviour, outlining detailed profiles of both early adopters and those most opposed to this technology. This research contributes to the literature on sustainable packaging and offers insights to marketers and policymakers for promoting the adoption of sustainable packaging.