A new study from Trivium Packaging has found that 82 percent of consumers across age demographics are willing to pay more for sustainable packaging, even as costs continue to increase.
According to the 2023 Buying Green Report, the percentage of consumers who are willing to pay more for products in sustainable packaging increased by 4 percentage points over the 2022 results and increased by 8 percentage points over the 2021 results. For consumers in the Gen. Z demographic (between 18 and 24 years old), 90 percent are willing to pay more for sustainable packaging.
Additionally, the report found consumers consider how their purchases will impact the environment. Two-thirds of consumers consider themselves environmentally aware, and 63 percent are less likely to buy products with packaging that is harmful to the environment. The study also found that consumers are putting their dollars where their actions lie – 71 percent of the survey’s respondents said they engage in reusable and refillable activities, and 80 percent are interested in purchasing refillable packaging products, while over half reduce food and packaging waste.
“There’s a major opportunity here to improve consumer understanding of sustainability claims,” said Jenny Wassenaar, Chief Sustainability Officer at Trivium Packaging. “The data in this year’s Buying Green Report shows that consumers are seeking out more information than ever before to improve their understanding of eco-friendly packaging. Trivium’s imperative is to not only incorporate sustainability at every level of our business but to educate consumers on what they’re buying and the impact of their purchase.”
The report looked at survey results from more than 9,000 consumers in Europe, North America, and South America.