by Scott Young
As marketers, designers and packaging engineers scramble to develop more earth-friendly packaging, there is considerable skepticism about shoppers’ willingness to pay for such alternatives.
|What is Sustainable Packaging? |
Which statement best describes your understanding of the term “Sustainable Packaging”?
|“I am not familiar with the term”||53%|
|“I have heard the term, but I am not clear as to its meaning.”||36%|
|“I have heard the term, and I know what it means.”||11%|
|Source: Perception Research Services|
Given shoppers’ tendency to profess environmental awareness when they are asked about it directly, we simply showed shoppers two to three packaging structures from a particular category and asked them to state their preference.