Sustainable packaging doesn't sway US shoppers

12 February 2008 21:54  [Source: ICIS news]

ORLANDO, Florida (ICIS news)--Most US shoppers do not buy a product based on the sustainability of its packaging, a market analyst said on Tuesday at the NovaPack 2008 conference.

“The bottom line is that they don't really care about sustainability or even know what it means,” said Tom Dilley of Perception Research Services.

Out of 500 grocery shoppers interviewed in sixteen locations across the US, only 11% said they had heard of the term “sustainable packaging.”

In fact, the perceived environmental impact of packaging did not consistently correlate with purchase preferences, Dilley said.

Respondents consistently preferred plastic packaging to other options, due mainly to its visibility, product protection and ease of opening and use, Dilley said.

Although 70% of respondents claimed a willingness to pay a 10-cent premium for the same product in a more environmentally friendly package, 85% agreed that “it is the manufacturer's responsibility to produce more environmentally friendly packaging without any additional cost to the shopper.”

In all, sustainable packaging initiatives need to be rooted in consumer benefits, Dilley said, adding that 'greener' packaging must also enhance functionality and deliver product visibility and protection.

By: Landon Feller
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