88 percent of German consumers demand information on the packaging that illustrates how environmentally friendly the packaging is. This was the result of a study by Pro Carton, the European Association of the Cardboard and Folding Carton Industry.
Consumers want more information about the sustainability of their purchased goods – including packaging. This was the result of a study by Pro Carton. A total of 7,000 consumers took part in the Europe-wide survey. Half of the German respondents stated that they did not buy products packaged in non-sustainable materials. 9 out of 10 buyers in Germany want packaging to be easily recyclable.
And since half of the Germans already do without products that are not sustainably packaged, it is obvious that consumer goods manufacturers must do more to meet the rising expectations, according to a conclusion from Pro Carton.
The baby boomer generation is particularly critical when it comes to sustainable packaging. According to the survey, eight out of ten over-50s in Germany indicated that more needs to be done to introduce environmentally friendly packaging. 90 percent of them would opt for sustainable packaging if they had a choice between the same product packaged in cardboard or plastic. However, the results among the millennials are clearer, with 61 percent of the 19 to 29-year-olds surveyed in Germany stating that they opted for a brand change last year due to the packaging of a product. Recyclability and unnecessary repackaging were cited as the main reasons.
A further conclusion of the study: German consumers are more environmentally conscious than those in Great Britain, where 68 percent state that the environmental impact of the packaging of a product influences their purchasing decision. However, they lag behind some of their European counterparts in their commitment to environmentally friendly packaging: in Spain, 81 percent of consumers influence the environmental characteristics of packaging when making their purchasing decision.
“The study points to the rapidly changing attitudes and behaviour of consumers since the 2017 sustainability debate. Retailers and brands know they need to meet their demands for greener packaging and convince the government,” explains Tony Hitchin, General Manager at Pro Carton.