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Shoppers: Green packaging is a purchase tiebreaker

Two years' worth of research yields shoppers' attitudes toward green packaging.

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Brand marketers are focusing a lot of attention on environmentally friendly packaging systems, but in shoppers’ eyes, environmental considerations generally are secondary to overall package appearance and functional concerns. Environmental claims about packaging are a tiebreaker for most shoppers when they decide which product to buy, influencing consumer purchase decisions only if quality appearance and functional needs also are met.

Conversely, packaging that looks “cheap” or isn’t perceived to adequately protect the product is a deal-breaker for shoppers—and no other marketing claims, including those made about the package’s environmental impact, matter.

These findings result from extensive research conducted over the past two years by Perception Research Services (PRS, www.prsresearch.com) to gauge shoppers’ perceptions of environmentally friendly packaging. The results were consistently reinforced in numerous subsequent custom studies that PRS conducted on behalf of multiple consumer packaged goods companies.

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