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A majority of consumers in Germany are apparently willing to pay more for environmentally friendly packaging. This is the result of a new study commissioned by Pro Carton, the European Association of Cartonboard and Folding Carton Manufacturers.
Two thirds of consumers in Germany (76 %) state that they would pay more for a product if the packaging had less harmful effects on the environment.
Age of the consumer is decisive
The study conducted by Perspectus Global on behalf of Per Carton has shown that it's the old that counts. According to the survey, younger adults in Germany (aged 22 to 28) are most willing to spend more for the sake of the planet (89 %).
The over-65s are the least willing to pay more, although they are generally among the most financially well-off age groups. However, three out of five (60 %) of those surveyed stated that they would spend more money on more environmentally friendly packaging.
The survey of 1,005 adults in Germany revealed that the majority of consumers now have a high level of environmental awareness despite the difficult economic situation and the ongoing COVID-19 pandemic.
Unsurprisingly, the coronavirus pandemic was named by almost half of consumers (44 %) as the biggest problem currently facing the world. In second place was climate change (18 %), with more than a third (36 %) of German consumers believing that the pandemic has led to an increase in environmental awareness.
Politicians and retailers have a duty
When asked about the best ways to combat climate change, 35 % of German consumers said that the most important thing was to plant more trees, followed by using more renewable materials (18 %) and fewer artificial materials such as plastic (14 %).
36 % of respondents in Germany felt that retailers are not doing enough to introduce more environmentally friendly packaging. Almost all adults in Europe believe that both national governments (96 %) and retailers and well-known brands (96 %) should do more to protect the environment.
Cartonboard manufacturers feel vindicated
Tony Hitchin, General Manager at Pro Carton, was delighted with the results of the survey: "Cartonboard was confirmed as the first choice for packaging material, with less than one in ten favouring plastic. The basic properties of cartonboard make it the perfect packaging material: it is made from a renewable resource, is recyclable and biodegradable. The forests in Europe are also growing by an area equivalent to 1,500 football pitches per day!" says Hitchin.
Click here for the complete results of the study
Source: ProCarton
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