Seven out of 10 French shoppers (69 %) say they would be willing to pay more for a product if its packaging were more environmentally friendly, according to a new study by Perspectus Global on behalf of Pro Carton, the European association of carton packaging manufacturers.
Interestingly, the survey found that 84 % of young French adults (aged 22-28) were the most willing to spend more for the good of the planet. The over-65 age group, one of the most affluent age groups, was the least likely to pay more, although three out of five (57 %) would be willing to spend more for more environmentally friendly packaging.
The survey of 997 adults in France suggested that the majority of consumers are now decidedly environmentally conscious, despite difficult economic times and the current COVID-19 pandemic.
Unsurprisingly, coronavirus was ranked as the biggest issue facing the world today by half (52 %) of consumers. Climate change (15 %) was the second most popular choice. Interestingly, almost half (45 %) of French consumers thought the pandemic had made us more environmentally conscious.
When asked about the best ways to combat climate change, one-third (32 %) of people in France said plant more trees, 24 % said recycle more, and 17 % considered using more renewable materials.
Some 38 % of French participants, one of the highest rates in Europe, felt that retailers were not doing enough to introduce environmentally friendly packaging (such as cardboard). However, almost all European adults (96 %) believe that governments, as well as, for 96 % also, retailers and brands, should do a little or a lot more to protect the environment.
Tony Hitchin, managing director of Pro Carton, said, "We were delighted, and somewhat surprised, that so many customers wanted to stay true to their principles regarding the environment." It was confirmed that paperboard was the preferred packaging material: less than one in 10 French participants preferred plastic. The evidence is clear. Consumers want brands and retailers to switch to more sustainable packaging, such as paperboard, because the cost to them is less than the cost to the planet.
"The inherent properties of cardboard make it the ideal choice; it is made from a renewable resource, it is recyclable and biodegradable, and European forests are growing with an area equivalent to 1,500 soccer fields per day!"
To access the study:
https://wetransfer.com/downloads/a94d14525fb0f9062946bbe06be6787920210610133049/c67ef2
