Consumers rank ease of recycling as the most important factor in packaging choices, research has revealed.
A survey of 5,000 people across the UK, France, Germany, Italy and Spain found that more people were more interested in the ability to reprocess an item than how it would open, protect or reseal.
Commissioned by European trade association Pro Carton, the Perspectus Global poll found that more than four in five consumers were confident about which materials could be recycled.
Climate change was ranked as the most important issue facing the world today, according to the report.
It also revealed that people believe increasing recycling rates is the best way to tackle global warming, ahead of traveling less and moving away from fossil fuels.
The average consumer would pay a premium of 5 per cent for a product to reduce the impact of its packaging on the environment.
Winfried Muehling, director of marketing at Pro Carton, said: “Even with continuing concerns surrounding global conflict and the economy, it is clear that environmental issues remain very high on the consumer agenda.
“Companies that prioritise eco-friendly packaging solutions, minimise unnecessary materials and ensure recyclability are extremely well positioned to capture this growing market segment and gain a competitive edge.”
