TONY HITCHIN, General Manager of Pro Carton, the European Association of Carton and Cartonboard Manufacturers looks at the eco-credentials of cartonboard…
Two thirds (68%) of Europeans claim being environmentally friendly is now more, or very important to them, according to a major, independent study of 7000 European consumers in seven countries. The research gauged consumer views on different packaging formats to understand their attitudes to packaging sustainability and investigated shopper views on the importance of leading an environment-friendly lifestyle, whether they’d be prepared to pay more for brands in sustainable packaging and their thoughts on government, retail and brand accountability.
Consumer views, in the main, appear driven by a greater awareness prompted by high-profile media coverage: 74% of Europeans claim media focus on the issue has influenced their purchasing habits. And it’s no surprise that younger consumers are putting the environment higher up the agenda. A resounding 80% of all 19 to 29 year-olds across Europe reported that being environmentally-friendly is now more important to them and their families.