New research has found the right packaging can help convince consumers that a product’s ethical claims are real.
A study carried out by the independent business analyst Datamonitor found that although over half of consumers globally reported that protecting the environment was significantly more important to them now than two years ago, this does not translate into their grocery purchasing behaviour except when it comes to packaging.
According to Datamonitor, it revealed 57 per cent of consumers thought that it was important to buy ethical or socially responsible products but only 42 per cent altered their habits to do so. This revealed disconnection between what consumers perceived as important to their purchasing habits and what they actually buy.
However, exactly the same proportion of consumers said packaging was a key consideration in their purchase decisions.
“The more tangible nature of packaging allows consumers to actually see and feel the difference they are making. Sustainable packaging is a claim that can be physically substantiated, rather than just supported by a stamp or logo which can draw considerable scepticism,” Katrina Diamonon, Datamonitor, consumer markets analyst, said.
“It is clear that although consumers place a great deal of importance on protecting the environment, when it comes to actually changing their behaviour, the most common changes are those which require minimal effort or planning. Seeking recyclable and sustainable packaging is a relatively simple measure consumers can take to fight climate change.”
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