Amcor survey reveals consumers seek clearer recycling instructions on packaging

03 Jul 2023 --- Amcor has released a survey of European consumers revealing that recyclability is now a “must-have” in the eyes of consumers.

The responses were collected from over 3,000 consumers in the UK, Italy, France, Germany, Sweden and Poland. The research found that most (84%) European consumers actively seek recycling instructions on packaged products, while 60% say that recyclability instructions and sustainability logos positively influence their purchase decision.

The survey found a significant rise in concern over global warming across European markets since the pandemic – highlighting the need for brands and retailers to reduce their environmental impact by switching to more sustainable packaging.

“As consumers become more aware of the environmental implications of their purchasing decisions, it is vital that consumer-facing brands and retailers take action,” explains Gerald Rebitzer, sustainability director at Amcor EMEA.

Amcor says packaging logos must be clear to aid consumers.Global warming concerns highest
Further survey findings include global warming is now the top environmental concern for 52% of European consumers, compared to 45% in early 2020. A fifth of European consumers (21%) identified plastic pollution as their top environmental concern (vs. 32% in 2020).

In the UK, the understanding of recyclability logos has risen to 94% (up from 86% in 2020). Additionally, Italy showed the highest environmental concern, with 62% of consumers worried about global warming, a 17% increase since 2020. Meanwhile, 96% of Italian consumers check recyclability instructions before they buy.

“Adopting more sustainable packaging – such as moving to recycle-ready solutions and including post-consumer recycled content in place of virgin resources – are key for brands to demonstrate their commitment to drive circularity, reduce their carbon footprint and help consumers buy more sustainably,” says Rebitzer.

Matching consumer wants with legislation
Amcor says consumer sentiment and upcoming European legislation are in alignment.

The European Commission’s draft Packaging and Packaging Waste Regulation (PPWR) would make recycle-ready packaging mandatory from 2030, along with requirements to use a minimum percentage of recycled content in all plastic packaging.

The research shows that paper is the third highest sustainability claim likely to influence purchasing behavior positively. Amcor explains that consumers understand what to do with paper because paper recycling streams are widespread across Europe today, meeting consumers’ desire to act.

Rebitzer adds: “Our commitment to recyclable packaging aligns with the need for expanding recycling infrastructure and supports the direction of the upcoming PPWR. This research further highlights the need for more sustainable packaging to support a growing circular economy while meeting consumer expectations.”

Logo confusion
The study shows that almost 80% of European consumers do not understand what most sustainability logos mean. Only 5% of consumers are willing to pay more for a product based on sustainability logos alone, which rises to 20% when the logo includes a written explanation.

For this reason, written sustainability claims are often more effective than logos alone. These findings are supported by the EC’s Green Claims Directive, which found over 230 sustainability labels across Europe contributing to consumer confusion. Clear, specific and evidence-based claims are crucial to minimizing consumer confusion.

Edited by Sabine Waldeck

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