Consumers not only expect sustainable packaging, they are also willing to pay for it.
It is widely believed that environmental protection is a great thing when others care about it. Is that really the case? Simon-Kucher & Partners conducted a survey of consumers on the subject of sustainable product packaging. The fact that around three quarters of people stated that sustainable packaging is important to them is less surprising. But it is very surprising that 83% are prepared to spend more money on it. From their point of view, the price can go up by an average of 6.5%. Equally interesting is the fact that packaging is perceived as sustainable if it is biodegradable or consists of recycled and recyclable materials.
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Consumers, who are prepared to spend more money
A survey conducted by Pro Carton in 2021 also came to similar conclusions: Here, two-thirds of people in Germany said they would pay more if they knew that a product’s packaging had a less harmful impact on the environment.
What does this mean for everyone involved in packaging? Don’t miss out on tomorrow’s market today and leave the field to those who have already set out to use the topic of recyclate for themselves.