Six in ten Europeans willing to pay more for reduced plastic packaging

Six in ten (62%) European consumers say they would be willing to put their money where their mouth is and pay more for food products that contain less plastic packaging. A similar number (59%) say they sort and recycle more than they did five years ago.

When offered a choice between two packaging options for the same quality of product, a huge majority across Europe – nine in ten respondents (91.5%) – said they would choose the packaging with 85% less plastic. When asked if they would pay a 12½% premium for this reduced-plastic packaging option, 62% of respondents said they were willing to do so.

These are just some of the results emerging from new research from DS Smith, Europe’s leading sustainable packaging company, published today. The findings are the outcome of a specially-commissioned survey of 3,395 respondents across DS Smith’s key markets of Belgium, Germany, Poland and the United Kingdom that took place in July 2019 which sought to understand consumers’ attitudes and habits on packaging, recycling and waste management.

Respondents in Belgium were most price sensitive, where just over half (54%) said they’d be willing to pay more, whereas Poles were most willing (72%) to pay for less plastic in their packaging. The British and Germans were closer to the European average, with 60 and 63% respectively saying they’d pay more.
more at: https://www.dssmith.com/packaging/about/media/news-press-releases/2019/11/six-in-ten-europeans-willing-to-pay-more-for-reduced-plastic-packaging

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