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Objective: Nowadays, the increasing pressure pushes companies to behave more environmentally friendly. Indeed, packaging made from recycled fibres can represent an essential advantage for firms in the packaging industry if it is designed in a way that appeals to consumers. The purpose of this thesis is to examine the graphic, structural and informative packaging elements and their effect on consumers’ preferences.

Methodology/approach: Purposefully modified packaging designs were sent to the respondents via an online questionnaire using convenience sampling. The research analyses Slovak consumers due to their below-average environmental performance index (EPI) within the Europe. Out of 529 questionnaires collected, 483 responses were further examined and analysed by the chi-square test in SPSS.

Findings: Our findings suggest that typography, colour contrast, pattern, image, shape and recyclability claims influence the preference of Slovak consumers. On the other hand, consumers did not prefer a particular layout and certificate. Furthermore, gender and age played a substantial role in the chosen recycled paper-based package, while education did not affect consumers preference in Slovakia.

Practical implications: This work provides more in-depth knowledge of specific consumer preferences of packaging elements across different demographic groups, representing a valuable framework for companies’ marketing strategies. Moreover, it can serve as an inspiration for graphic designers for more innovative sustainable packaging solutions.

Originality/value: Drawing upon previous research, it is evident that specific solutions for recycled paper-based packaging are lacking. This research provides new knowledge about consumer preferences for individual packaging elements. Thus, it is not only a contribution to the businesses but also a contribution to more sustainable consumption in accordance with Agenda 2030 policies.