A European study by Pro Carton has analysed consumer perceptions of packaging. The results show that issues such as climate change, the cost of living and war are problems that concern consumers.
The survey conducted by Perspectus Global on behalf of Per Carton survey questioned over 5000 consumers in five European countries - Germany, France, Italy, Spain and the United Kingdom - about their Attitude towards the environment and their perception of packaging. In Italy (77 per cent), Spain (72 per cent) and France (70 per cent), consumers cited climate change as the most important issue, while in the UK the cost of living was cited as the most serious problem (75 per cent).
In Germany, with one million refugees from Ukraine in the country, war is the main concern (66 per cent). The older generations are most concerned about climate change, with the over-60s above the European average at 71 per cent. Despite all this, the survey shows that consumers are still strongly committed to environmental protection, e.g. through recycling: almost half (49 per cent) of those surveyed stated that they recycle more today than they did a year ago.
Answers to the question of which packaging materials are recyclable demonstrate a commendable level of knowledge among European consumers. For example, 82 per cent of respondents are sufficiently confident that they can distinguish between recyclable and non-recyclable packaging. What is remarkable is the high level of consumer confidence with regard to the Recyclability of sustainable materials such as corrugated board and cardboard. At 90 per cent and 87 per cent respectively, corrugated board and cardboard achieved the highest scores of all packaging materials in the current study. This is evidence of the general acceptance and support of well-established collection and recycling practices for cardboard.
Whilst a significant proportion of European consumers are willing to pay more for environmentally friendly packaging, the survey shows a different perception of the environmental impact of packaging. efforts undertaken by retailers and brand owners.
58.2 per cent of EU consumers believe companies are doing enough and 41.8 per cent say more needs to be done. Italy stands out the most with 66 per cent of consumers believing that companies are on the right track, followed by the UK (63 per cent), Germany and Spain (56 per cent), while France is less optimistic (50 per cent).
Companies should recognise this as an opportunity: By addressing consumer concerns, effectively communicating their sustainability initiatives and offering more environmentally friendly packaging options, they should be able to positively shape consumer perceptions and gain trust.
„Despite ongoing concerns about global conflicts and economic problems, it is clear that environmental issues remain high on consumers“ list of priorities. The results of Pro Carton's third Consumer Perceptions of Packaging study clearly reflect this and demonstrate that European consumers care about sustainability and are willing to act accordingly. Companies that prioritise environmentally friendly packaging solutions, avoid unnecessary packaging and support recycling are well placed to capture this growing market segment and secure a competitive advantage. Consumers in Europe trust and passionately support the established cartonboard collection and recycling system. It is very positive to see this result and on behalf of Pro Carton and its members, I would like to express the wish that this insightful research opens the door to discussion and serves as motivation to move our society further towards our common goal of a sustainable circular economy."
Winfried Mühling, Director of Marketing & Communication at Pro Carton
Source: Per Carton
