A recent BeveragePulse.com report found that 94% of Americans are concerned about the long-term effects that their packaged beverage purchases and consumption have on the environment. The free study, by Concept Catalysts and iModerate Research Technologies, also shows that recycling was cited frequently (45%) as the most important environmental concern for packaged beverages. Health concerns and economic issues also contribute to recent category declines in packaged beverage purchases.
Among other findings of the report, titled “Environmental Concerns: The impact on beverage and package decisions”:
• Environmental concerns are driving down the consumption of bottled water
• Although 56% of consumers cite recycling as a critical issue, many are not recycling at work or away from home
• Concern for environmental issues among consumers has heightened as a result of the Gulf oil spill
• Half of the respondents are confused about the meaning of sustainability, some citing it as a negative environmental attribute
Bob Falkenberg, founder of BeveragePulse.com and president of Concept Catalyst, says, "Our research shows that consumers think about the environment when they are making beverage purchases; specifically, the findings indicate that consumers relate positively to packages that are easy to recycle. Beverage companies should start a full court press on recycling."
The research utilized a mixed methods approach, combining quantitative and qualitative methods to explore what drives consumers' packaged beverage purchases. The study sampled over 500 respondents, giving a margin of error of ±4.29 at the 95% confidence level.