Consumer study measures packaging perceptions

By Jake Thomas, Resource Recycling

Consumers are demanding more information on sustainable packaging, at least according to new survey results from Perception Research Services.

Nearly 60 percent of consumers say that seeing environmental claims on packaging positively influences their purchasing decisions, but 26 percent of those surveyed expressed frustration that there was not enough environmental information and 20 percent said they were confused by different environmental claims. Younger consumers (under 40) were more likely to be influenced by sustainability claims in packaging, but consumer confusion crossed all demographic groups in the survey sample.

Packaging that claimed to be either recyclable or manufactured using recycled content influenced consumer buying behavior the most, with over 60 percent of those surveyed saying they recycled on a regular basis. Additionally, the survey indicated that clearer, standardized labeling for recycled content or recyclability was needed to boost this number.

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