Around 74% of consumers are willing to pay more for sustainable packaging, according to new research. A survey of 15,000 people conducted by aluminium container company Trivium Packaging - the result of a merger between Ardagh Group's food and speciality business with Exal Corporation - in partnership with Boston Consulting Group, asked participants for their preferences related to sustainable packaging.
The report found that a majority of consumers identify as environmentally aware, with more than two out of three consumers citing environmentally friendly, recyclable packaging as important. Of the 74% who said they would pay more for sustainable packaging, nearly one-fourth are willing to pay for an increased cost of 10% or more.
Michael Mapes, CEO of Trivium Packaging, said: "This increased consumer awareness, driven by increased media coverage of the environmental impacts of pollution and large corporations transitioning away from plastics, whether it's straws, grocery bags or plastic water bottles, truly underscores our findings.
"Consumers' focus is on sustainable living now more than ever, and they're willing to pay to protect the planet. This presents brands a real opportunity to impact purchasing decisions by offering environmentally friendly options for their consumers."
The report's findings also show that nearly 50% of consumers 'shy away' from harmful packaging. Of those consumers, 68% associate plastic with ocean pollution. The report also shows that around 60% of consumers said they are less likely to buy a product in harmful packaging, and those who associate plastic with being harmful also cite it as being 80% more harmful than metal.
"With relatively low post-consumer recycling rates (single use), plastic continues to have an environmental impact," said Jenny Wassenaar, vice-president of Sustainability at Trivium Packaging. "In recent years, research has shown that approximately 79% of plastic accumulates in landfills or the environment.
"The metal packaging industry, a steady supporter of federal and global policy for climate change, is well-positioned to champion climate action, since metal packaging recycles forever, with high post-consumer recovery rates."
"The research shows us the emphasis consumers have placed on evolving our packaging options to lessen our impact on the environment," said Mapes. "There has never been a better time to back the compelling case for metal as a much more environmentally friendly and sustainable packaging alternative."