A new pan-European survey has revealed that 66% of consumers now factor in the environmental impact of packaging when making purchasing decisions, according to a press release posted on What They Think.
Conducted by Perspectus Global and commissioned by recycled cartonboard producers, the research surveyed 6,149 consumers across France, Germany, Italy, Poland, Spain, and the UK.
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Of those surveyed, 91% said they pay attention to packaging, and 43% examine it closely on a regular basis.
Over the past year, 45% have chosen products because of their packaging design or material. Among younger consumers aged 18 to 29, this figure increases to 59%.
Sustainability appears central to these choices, with 75% of the participants reporting that sustainability is an important consideration for them. This sentiment is slightly higher, 77%, among those under 44 years old.
When thinking about sustainability, a majority (55%) first consider issues related to packaging and recycling.
The research also highlights consumer willingness to alter buying behaviour if sustainability is not addressed.
Among those aged 18–29, more than half (53%) have stopped supporting a brand due to concerns about its packaging. Overall, 38% of all respondents report ceasing purchases of certain products for the same reason.
Asked about the most important factors in purchasing, excluding price, 56% prioritised ease of recycling and disposal while 52% cited sustainability. By comparison, only 18% said design or appearance mattered most.
When offered a choice between packaging options with equivalent qualities, nearly 69% consumers prefer recycled cartonboard over virgin fibre.
Clear labelling plays a significant role, with 80% indicating that visible information about recycled content would help them identify responsible brands.
However, the understanding of packaging materials varies across countries. Just over half (54%) say they know the difference between recycled and virgin cartonboard; awareness is highest in Italy (66%) and lowest in the UK (43%).
