A photograph by Ipsos on consumer perception of packaging materials
PACKAGING AND SUSTAINABILITY:THE IPSOS RESEARCH
Italian consumers are attentive to sustainability: the issue of waste, packaging and plastic is in fact on the podium of concerns related to environmental issues, together with themes related to climate changes.
Despite this, the perception of what is sustainable does not always correspond in all respects to a lower impact of emissions.
For this reason, IPSOS has carried out a survey of five of the main world markets (USA, China, Brazil, UK and Germany) to explore the advertising claims on sustainability and the willingness of consumers to spend more on more eco-friendly products.
THE FIGURES SHOW THAT…
The research shows that there is no universally recognized sustainable material for consumers: analysing the various markets, what people perceive as the most sustainable material for packaging changes between plastic, glass, cardboard and metal.
The context and the use of claims play an important role, which can influence personal habits.
A large portion of the interviewees stated that they were not willing to pay for the benefit of sustainability alone, but that this characteristic could contribute to the premium perception of the product.
However, the photograph reveals that there is no “average consumer”, but depending on the sensitivity and commitment to the environment, the relationship with the various materials and the willingness to pay can be different.
SUSTAINABILITY FOR CPS COMPANY
Even if not all markets and not all consumers are equally sensitive to the issue of sustainability, CPS Company has always believed that this is a key issue for the future of the sector, and of the planet.
For this reason, CPS Company packaging machines make consumption efficiency and material savings one of their distinctive features.