Shoppers Don’t Want To Pay More For Environmentally-Friendly Packaging

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FT. LEE – Shoppers believe that manufacturers should use more environmentally-friendly packaging for their products, but are unwilling to bear the burden of the green initiative, according to data collected by Perception Research Services.

Just over a quarter of shoppers (28 percent) would like to choose more environmentally-friendly packaging, but nearly half (48 percent) say manufacturers should produce more of it. A third (35 percent) believe the government should have stricter environmental standards for packaging.

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A majority (59 percent) of shoppers say that any extra costs of environmentally-friendly packaging should not be passed along to consumers. Just 38 percent of shoppers believe that consumers should be responsible from recycling packaging (down from 42 percent in 2009)

“It’s becoming clear that while consumers may voice concern for the environment, most appear unwilling – at the moment – to make any major sacrifices to make a difference. They’d rather rely on manufacturers to provide products and packaging that they can feel good about, without changing their behavior, giving up performance, or paying more,” according to Jonathan Asher, senior vice president of PRS.

“Manufacturers have had the impression that they needed to be in synch with consumers’ environmental concerns and fit with the emerging lifestyle of ‘going green,’” Asher continues. “Our findings suggest that rather than follow consumers’ lead, manufacturers must be at the forefront, making it easier for shoppers to buy the products they prefer while also feeling good about the environmental impact, and making as little sacrifice as possible. It’s a tall order, but if delivered, will be highly rewarded.”

The three waves of this research were conducted in 2008, 2009, and 2010, across the U.S., among over 1,000 primary household grocery shoppers aged 18-64 per wave.


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