More than three-quarters (76%) of U.S. consumers made a conscious effort to purchase more sustainable products in the past year, and 57% have made an increased effort to purchase sustainable products or products with sustainable packaging over the course of the pandemic, according to a new report from Shorr.
The survey found that a large majority (86%) of consumers are more likely to purchase a product if the packaging is considered sustainable. Almost two-thirds (64%) said sustainable packaging impacts their product selection process, with young respondents (ages 18-29) most likely (72%) to say this is a factor.
Additionally, 68% of consumers would be open to switching from a brand they are loyal to and purchasing another brand that offers sustainable packaging. Even in the current climate of price increases, almost half (47%) said they would pay more money for a product that offers sustainable packaging.
The food industry is seen as a leader in the sustainable packaging space. Almost 6 in 10 respondents believe the food/packaged goods industry is doing a good job using sustainable packaging for their products — the highest among all industries.
Public image and branding also matter, with 63% of respondents saying they are more likely to purchase products from a brand that has publicly announced sustainability goals compared to brands that have not.