{"id":12518,"date":"2026-04-01T04:34:15","date_gmt":"2026-04-01T08:34:15","guid":{"rendered":"https:\/\/www.packagingindustrynews.com\/?p=12518"},"modified":"2026-04-01T04:34:15","modified_gmt":"2026-04-01T08:34:15","slug":"sustainability-drives-european-consumers-packaging-choices-study","status":"publish","type":"post","link":"https:\/\/www.packagingindustrynews.com\/?p=12518","title":{"rendered":"Sustainability drives European consumers\u2019 packaging choices \u2013 study"},"content":{"rendered":"


\n<\/p>\n

\n
\n
\n \n <\/picture>
Over the past year, 45% have chosen products because of their packaging design or material, as per the survey. Credit: Wanan Wanan \/ Shutterstock.com. <\/figcaption><\/figure>\n<\/p><\/div>\n

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<\/em>.<\/a>\u00a0<\/p>\n

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.<\/p>\n

\n
\n
\"\"\/<\/figure>\n

Discover B2B Marketing That Performs <\/h4>\n

\n\t\t\t\t\t\tCombine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.\n\t\t\t\t\t<\/p>\n


\n\t\t\t\t\t\t\tFind out more <\/svg><\/span><\/a><\/p>\n<\/section>\n<\/div>\n

Of those surveyed, 91% said they pay attention to packaging, and 43% examine it closely on a regular basis.<\/p>\n

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%.<\/p>\n

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.<\/p>\n

When thinking about sustainability, a majority (55%) first consider issues related to packaging and recycling.<\/p>\n

The research also highlights consumer willingness to alter buying behaviour if sustainability is not addressed.<\/p>\n

Among those aged 18\u201329, 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.<\/p>\n

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.<\/p>\n

When offered a choice between packaging options with equivalent qualities, nearly 69% consumers prefer recycled cartonboard over virgin fibre.<\/p>\n

Clear labelling plays a significant role, with 80% indicating that visible information about recycled content would help them identify responsible brands.<\/p>\n

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%).<\/p>\n

<\/p>\n

<\/p>\n

\n