Phuong Minh Phung is a Ph.D. student in the Marketing Department at the School of Economics and Business at Freie Universität Berlin. Her research focuses on sustainable consumer behavior and the implementation of the circular economy, with a particular focus on how communication and managerial framing can increase participation in reusable packaging systems. Using a dual consumer-manager perspective, she tests value-congruent messages and examines how managers interpret consumer signals. Her goal is to translate these insights into practical guidance that will support sustained participation and broader sustainable consumption.