In the most recent research conducted by Perception
Research Services, 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).
Ironically, 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%).
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