Will consumers already facing inflation during their grocery shopping be willing to also pay more for sustainable packaging?
A study from Trivium Packaging says most of them will.
In Trivium's 2023 Buying Green Report, 82 percent of people polled said they would be willing to pay more for products sold in sustainable packaging, a 4 percent increase from 2022 and 8 percent from 2021. For Gen Z shoppers, the response is higher, with 90 percent willing to pay a premium.
Trivium didn't get into specifics about what type of packaging would be considered sustainable (the company specializes in aluminum packaging), but in Trivium's survey of 9,000 people in North America, South America and Europe for the report, the company found that 63 percent said they were less likely to buy products with packaging considered harmful to the environment.
In addition, 71 percent said they already use reusable and refillable packaging — such as bulk food options — and 80 percent were interested in buying refillable products. As PN's Steve Toloken wrote earlier this week, the White House also has a keen interest in reusable packaging in the U.S. market.
One barrier to consumers choosing a more sustainable package beyond money, though, may be communication. Trivium noted in the report that 59 percent of those surveyed look for information on the label about recycling, but 46 percent said the biggest barrier to buying that product is unclear labeling related to sustainability.