Abstract
Introduction
The majority of consumers in the 15 countries surveyed by Datamonitor in 2008
agreed that contemporary packaging has become excessive. Given that providing
more sustainable packaging plays a significant part in meeting customers'
expectations, it seems appropriate for industry players to invest to change
this perception particularly as packaging will continue to be targeted as
wasteful.
Scope of this research
- Extensive use of primary data segmented by age, gender and national
markets to highlight attitudinal drivers related to sustainable packaging
- Consideration of economic factors and their effect on sustainability
aspects of waste creation and disposal
- Consumer insight showing how consumers put their sustainability views into
action and where attitude behavior gaps exist
- Detailed action points offering practical examples of recent packaging
innovations and usable benchmark opportunities
Research and analysis highlights
Ecological issues are undoubtedly firmly in the mainstream of society with
over 75% of consumers stating that protecting the environment is important to
them. However, there is a pronounced attitude / behavior gap with around 25%
of consumers not acting on their beliefs by buying environmentally-friendly
products.
Industry players must ensure that all the routes towards sustainable packaging
are evaluated and contribute to broader efforts to educate consumers. For
every change to packaging there are both positive and negative consequences to
be considered
Many consumers would like to simplify their lives and de-clutter them both
emotionally and physically. Packaging which is more sustainable, due to being
less excessive and less draining on resources, can be a part of this important
de-cluttering process. In that sense, it becomes ' lifestyle supporting' .
Key reasons to purchase this research
- Re-visit the core role of packaging and explore the current and future
importance of sustainability
- Compare the strength and depth of attitudes and behaviors in key national
markets and across a variety of demographics
- Learn the lessons from the attempts to make packaging more sustainable;
both good and bad
| 
View Cart
