In the most recent research conducted byPerception Research Services(www.prsresearch.com), shoppers demonstrate that they are interested in choosing environmentally-friendly packaging. Significantly more shoppers state they would like to choose environmentally friendly packaging compared to 2010 (36% vs 28%), with fully half still willing to pay more (despite the economy). This is especially true of younger (under 40) shoppers. Over half (59%) of our sample state that seeing environmental claims on packaging positively impacts their behavior (to either buy more of the brands they usually do, or switch to others).
while shoppers continue to notice environmental claims at a high level (roughly
half state seeing more of them in the past 6 months, just as in 2010), they are
increasingly frustrated by the information provided. Significantly more report
there isn’t enough environmental information (26% vs 20%), that they are
confused by all the different environmental claims (20% vs 12%), and that they
don’t know which packages are best for the environment (22% vs 17%).
fewer shoppers feel that manufacturers’ motives are primarily honorable (57% vs
61%). Shoppers are becoming more skeptical of manufacturers behaviors and
motives in this area, as more state that companies are increasingly
self-serving (enhance reputation; realize profit gains) and show less concern
for the environment.
the various claims seen, those having to do with recycling (recyclable, made
from recycled material) are both noticed most and have the most impact on
buying behavior. Conversely, made with less material is less influential.
2011, we noticed a significant increase in shoppers checking to see if a
package can be recycled prior to buying it. Since seeing environmental claims
positively impacts purchase behavior, it is incumbent upon manufactures to
clearly convey this feature.
two-thirds of shoppers indicate that they recycle on a regular basis. Those who
do not recycle claim that the single biggest reason they don’t is that they
forget to do so (44%) – suggesting that messaging could serve as a useful
reminder. This could also help bridge the gap between shoppers’ stated concern
for the environment (66% very/somewhat concerned) and their level of activity
regarding the environment (46% very/somewhat active).
seeing a great opportunity for manufacturers to provide truly value-added
packaging to their target shoppers by making it more environmentally friendly –
primarily in the form of recyclability and recycled content – and clearly
communicating these aspects. We have seen that it is vital to get both the
message right (what is said) as well as the delivery (how it is executed on
pack) - because one without the other will create a missed opportunity.” states
Jonathan Asher, Executive Vice President at Perception Research Services.
In addition, it is becoming apparent that the days of disguising cost
reductions (e.g., smaller, thinner packages) as being driven by environmental
concerns may be coming to an end, and continuing to do so may test shoppers’
good will,” he continues.
The four waves of this research were conducted in 2008, 2009,
2010, and 2011 across the U.S., among over 1,000 primary household grocery
shoppers aged 18-64 per wave.
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