These gaps suggest fertile ground for research that bridges empirical evidence with theory to inform sustainable packaging strategies in emerging market contexts, particularly within the beverage industry.

The identified knowledge gaps present significant opportunities for researchers to conduct meaningful studies that can effectively connect real-world data with established theoretical frameworks. Such research would be invaluable for developing practical and environmentally responsible packaging approaches specifically tailored to the unique challenges and characteristics of emerging markets. This is especially relevant within the beverage sector, where companies face complex decisions about packaging materials, consumer preferences, and environmental impact while operating in markets that often have different infrastructure, regulatory environments, and consumer behaviors compared to developed economies. By addressing these research opportunities, scholars can provide actionable insights that help beverage companies create packaging strategies that are both commercially viable and environmentally sustainable in these dynamic market contexts.