Sustainability remains a purchasing criterion: according to a recent Pro-Carton study, almost half of German consumers say they avoid brands because of non-recyclable packaging. The association sees the results as an opportunity for sustainable packaging strategies.
More and more consumers in Germany are making their purchasing decisions with the environment in mind. This is shown by the new European 2025 survey on the perception of packaging conducted by the Pro Carton association. In Germany, 1,000 consumers were surveyed - with some clear results: 48 % of respondents said that they would switch brands if the packaging material was not recyclable. So-called cheat packaging, i.e. oversized packaging with little content, was also rejected by 42 % of German consumers - the highest figure in a European comparison.
Cardboard packaging enjoys trust
Another finding: cardboard is clearly the preferred packaging material. 89 % of respondents in Germany stated that they prefer cardboard to plastic. According to the study, the main reasons for this are the good recyclability and the general perception of paper and fibre packaging as being more environmentally friendly. Confidence is also correspondingly high: 84 % consider corrugated cardboard to be easily recyclable, 83 % paper or cardboard - higher values than for glass (82 %).
Regional origin and deposit systems in demand
In addition to the packaging material itself, the ecological footprint of the product also plays a role. Half of the consumers surveyed stated that they had specifically bought more regional products. Around a third consider long transport routes to be particularly harmful to the environment. According to the survey, the collection of materials that are difficult to recycle should be supported by deposit systems - 43 % of Germans would be in favour of such measures.
Industry association sees need for action for brands
From Pro Carton's point of view, the results of the study should also be seen as an impulse for industry and trade. Winfried Mühling, Director of Marketing & Communications at Pro Carton, said in the press release: „Consumers“ increasing demand for local products, their clear preference for recyclable fibre-based packaging and their clear understanding of the circular economy are a great opportunity for brands and retailers in Germany."
The survey was conducted by Pro Carton as part of a Europe-wide survey. A total of 5,000 consumers from various countries took part. The aim was to record attitudes towards packaging materials and sustainable consumer behaviour. The full results of the study can be found on the association's website at http://www.procarton.com.
