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How Do Consumers See Sustainable Packaging?
New research looks at how informed they are about recycling, and the purchasing and recycling behaviors that follow.
3 Min Read
Survey of 1,000 consumers identifies the packaging attributes most important to consumers. Nova Chemicals
At a Glance
- Consumers said the most important packaging-material attributes are recyclability, waste reduction, and functionality.
- “Informed consumers” are more willing to take additional steps to increase recycling rates.
- Plastics stakeholders can improve adoption of their circular packaging through better communication with consumers
Consumers’ attitudes toward recycling and in turn, their recycling behavior, is integral to the success of recycling programs and a circular economy for plastics.
Recent research from Nova Chemicals Corp. and Schmidt Marketing Research reveals how consumers view packaging sustainability and recycling and suggests some changes plastics stakeholders can make to boost recycling rates.
By communicating the value and benefits of recycled materials and continuing to educate consumers on the subject, brand owners and packaging supply-chain members can help shoppers make informed decisions, driving sustainability.
The research comprised surveys with 1,000 consumers in the US and Canada. In all, 71% of respondents said they recycle as much as possible.
Packaging perceptions and behaviors.
On the importance of packaging material attributes, respondents’ top three picks were: packaging recyclability, creation of the least waste, and packaging functionality. Thus, consumers appreciate recyclability but not to the exclusion of package functionality.
Another survey question focused on the perceived environmental impact of various packaging materials. The results showed “no correlation between materials perceived to be more negative and the estimated recycling rate,” the report states.
For example, rigid plastics received the most negative rating for environmental impact — yet these plastics have a recycling rate similar to that of aluminum, paper, and glass.
Three out of four respondents agreed that “companies should increase the use of packaging made from recycled materials.” A significant number — more than 33% — had even switched to a brand or product that incorporated recycled content or used recyclable packaging.
Considering that recycled content comes from materials that have been recycled after consumer use, the researchers were interested in respondents’ real-life recycling behavior. They found that most respondents participate in some recycling activity. The most common is curbside recycling.
In addition, more than half the respondents reported dropping off recyclables, frequently or occasionally, at retail locations or recycling/collection centers. The research report notes, “While this is a typical approach for paints and batteries, it does indicate familiarity with this system and supports store-drop off programs as successful components in recycling infrastructure.”
As for steps that consumers would be willing to take to boost recycling of flexible plastics, respondents’ top response was “additional sorting,” with 66% willing to do so. In second place was “switching to a product that is made with recyclable plastic.”
Consumers' terminology accuracy. NOVA CHEMICALS
Informed consumers are proactive.
The research showed that informed consumers are typically willing to take steps to increase recycling rates and reduce waste, including switching products. Informed consumers also tend to understand sustainability terms.
Asked to choose the proper definition of the terms “recyclable” and “contains recycled content,” 41% of respondents were correct on both, 36% were correct on one, and 23% didn’t get either one right. Nova refers to the last group as disengaged consumers.
Informed consumers were more consistent in their sustainability behaviors and more enthusiastic about making those choices. They were also more interested in circular packaging.
Overall, 75% of the respondents agreed that companies should use more recycled content in their packaging. Among informed consumers, 80% agreed. But only 71% of disengaged consumers agreed; this group was also less likely to participate frequently in curbside recycling.
The report concludes that “gaps in understanding, consistency in messaging, and conflicting information overload” can hinder consumers’ ability to evaluate packaging sustainability. Looked at another way, “an opportunity exists to clarify the construction and post-use instructions for packages across all consumers in order to raise the collective public understanding.”
The full report is available from Nova Chemicals.
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