• Transform magazine
  • April 16, 2024


Shoppers want eco-friendly packaging study shows


Consumers are changing their purchasing habits in response to bad press about packaging waste, a Europe-wide survey of 7,000 people shows.

However, consumers are not convinced that brands and retailers are doing enough as 72% of UK shoppers declared that brands and retailers are not putting sufficient effort behind the introduction of more environmentally-friendly packaging. 

Almost three quarters of consumers admitted to being influenced by media coverage of packaging waste, according to research conducted for the European Association of Carton and Cartonboard Manufacturers, Pro Carton. Some 64% of the Brits surveyed said that they’d switched brands or products because of packaging concerns and 68% said that environmental impact of a product’s packaging affects their purchasing behaviour.

Pro Carton general manager Tony Hitchin, said, “Unsustainable, single-use packaging is already a major turn-off for most shoppers, so those who don’t act quickly will increasingly find shoppers voting with their wallets to take their business elsewhere.” 

Pro Carton claimed that marketers need to put more effort into publicising their products’ sustainable packaging. Companies adopting sustainable practices and promoting them through both traditional and social media channels would attract new customers and enjoy greater customer loyalty, it added. 

“Many businesses have already made big changes, but it's up to marketing departments to shout about them so that consumers can see they are being listened to," Hitchin asserted.

The report canvassed 7,000 consumers across the UK, France, Germany, Italy, Spain, Turkey and Poland. The full report will be released next month.