Sustainability continues to influence purchasing behaviour and customer loyalty, with four in five considering climate impact when making a purchase
A survey from the European Association of Carton and Cartonboard Manufacturers (Pro Carton) has found that the sustainability of food and drink packaging continues to play an important role in consumer purchasing behaviour, alongside affordability.
The survey polled 1,000 UK consumers as part of a wider study of 5,000 consumers across the UK, France, Germany, Italy and Spain.
Four in five respondents (85 per cent) said they consider climate impact when making a purchase. More than one third (34 per cent) stated they had switched brands because of packaging concerns in the past year, suggesting sustainability continues to influence customer loyalty.
Over half (55 per cent) of the respondents said sustainability had become more important to them over the past year, suggesting a growing environmental awareness among shoppers.
Consumers expressed the highest confidence in the recyclability of paper and cartonboard packaging, with 88 per cent believing these materials are effectively recycled. By comparison, fewer than half (48 per cent) said they believe soft plastic packaging will be recycled.
The findings also highlighted a clear generational divide: 37 per cent of all consumers have switched brands due to packaging concerns, compared to over half (54 per cent) of 18-29 year olds.
However, cost-of-living pressures continue to shape purchasing decisions. Nearly three-quarters (73 per cent) only buy sustainable products when they are priced similarly to conventional alternatives, while just 27 per cent said they prioritise sustainability regardless of price.
Consumers also remain increasingly concerned about value for money. Nearly three quarters (73 per cent) said they are now actively concerned about ‘shrinkflation’.
