Research commissioned by exhibition organiser easyFairs has shown that as little as 3% of the UK’s leading branding, packaging and marketing managers believe a consumer’s buying behaviour will be significantly influenced by the fact an item is packaged in environmentally friendly packaging.
The study, conducted among 500 UK packaging professionals, concluded that 58% of those questioned felt that environmental issues have become so mainstream that consumers now automatically assume packaging will be environmentally friendly, and that therefore the responsibility is being placed “firmly in the hands of the manufacturer”.
However, according to the trade show organiser, those surveyed do not feel all the onus should be just on manufacturers.
For instance, 45% said the retailer should be taking the lead when it comes to sustainable packaging, while just 19% think it is the manufacturer’s duty to ensure the environmental credentials of the packaging supply chain.
In advance publicity for its Packaging Innovations show, 27-28 Feb 2013, easyFairs says that as sustainability remains a hot topic for many businesses, the BIG Packaging Debate to be held at the February show will be based on the premise: ‘Consumers don’t buy sustainable packaging’.
Matt Benyon, managing director at easyFairs UK, says: “We hope the debate will shed some light on consumers’ perception of how their goods are packaged and how their buying behaviour is influenced by environmental concerns, especially with the (UK) Government’s recent legislation for increased statutory packaging recycling targets from 2013 to 2017.
“If the majority of packaging professionals are dubious whether sustainable packaging actually sells, as consumers are more concerned about price or the product they are buying rather than the packaging, then what should they be focusing on and how can they communicate better to consumers about their initiatives to reduce their environmental impact? Whatever the outcome, I am sure it will be a heated one!”
The easyFairs survey also revealed that, among UK retailers, Marks & Spencer was considered by 32% of those responding to have the best environmental approach to packaging, followed by John Lewis/Waitrose at 22% of the vote and the Co-operative Group at 15%.
