An international survey by packaging and shopper market research firm Perception Research Services (PRS) shows that the British consumer is “most receptive to environmentally friendly packaging”.
The PRS survey was conducted among 2,266 consumers across several countries including Germany, India, USA and the UK to gauge shoppers’ perceptions of “environmentally friendly packaging”.
PRS vice president Europe, Hervé Turpault, says: “This data shows that British consumers are engaged with the environment even if they are less forward in sharing their concerns, therefore marketers should invest in reducing the environmental impact of packaging, whilst ensuring that the environmental benefits are conveyed on the pack in a clear and compelling manner.”
Among results of the survey, PRS points out that:
- A comparatively lower number of British people interviewed said they were concerned about the environment (58%), compared to Germany (69%) and the US (65%)
- British people are the most likely of all countries in the survey to claim to recycle (82%), compared to Germany (71%) and the US (62%)
- British people are the most likely to notice environmentally friendly packaging claims (65%) compared to the US (52%), India (36%) and Germany (31%)
- British people are among the most willing to pay more for environmentally friendly packaging (71%) compared Germany (63%) and the US (53%)
“Marketers that adopt more earth-friendly solutions, and invest in understanding the shoppers’ perspective and in learning to convey environmental benefits effectively, are likely to be rewarded on the shelf,” says Turpault.
Previous research shows that in most packaged goods categories, shoppers only spend a few seconds making a purchase decision, so it is vital that environmental messages on pack are clear and motivating, the company says.
