We explore the concept of opportunity confidence (OC) to understand why some sustainable packaging ideas receive approval while others do not. Opportunity confidence, defined as the perception of the unfolding promise of an opportunity, is applied in the context of sustainable packaging. We propose that the evaluation of packaging opportunities involves five key stages: (1) the creation of a sustainable packaging idea, (2) recognition of social forces and external enablers, (3) assessment of the idea’s feasibility and team efficacy, (4) the establishment of OC to pursue the idea, and (5) the decision to implement the sustainable packaging solution. We discuss how personal characteristics, socio-behavioral dynamics, and external environmental factors interact to shape OC. The study aims to guide entrepreneurs, industry stakeholders, and policymakers in fostering an environment that enhances OC arguing that a deeper understanding of OC can lead to better-informed decisions and promote innovation and sustainability in the packaging industry. Finally, we highlight the need for empirical research to further refine the understanding of OC within entrepreneurial practice in the sustainable packaging sector. In the dynamic and uncertain realm of sustainable entrepreneurship, recognizing the role of OC is essential for shaping firms’ decisions to invest in sustainable packaging ideas.