Study finds three in four shoppers would pay more for sustainable packaging

A new study has revealed 73% of UK shoppers would pay more for a product if the packaging had less impact on the environment.

The research – which involved a survey of 1,023 adults – was carried out by Perspectus Global on behalf of Pro Carton – the European association of carton and cartonboard manufacturers.

Younger Brits (aged 22-28) were most willing to spend more (88%) for environmentally-friendly packaging. Those over 65 were the least likely to pay more, although 59% of respondents in that age category would still spend extra for more sustainable packs.

Half of British consumers said they thought that the Covid-19 pandemic had made us more concerned about the environment. When asked the best ways to combat climate change, 32% said planting more trees, followed by recycling more (22%) and using more renewable materials (17%).

Tony Hitchin, general manager of Pro Carton, said, “We were delighted – and somewhat surprised – to see so many consumers willing to stay true to their environmental principles. Cartonboard was confirmed as the packaging material of choice with just 12% preferring plastic to cartons. The evidence could not be clearer. Consumers want brands and retailers to move to more sustainable packaging like cartonboard as the cost to them is less than the cost to the planet.

“Cartonboard’s inherent properties make it the perfect choice; it’s made from a renewable resource, it’s recyclable and biodegradable, plus European forests are growing by an area equivalent to 1,500 football pitches per day!”