Sustainability on the shelf: what do shoppers think about packaging and the environment?

This article is available for reading in Trade magazin 2024/11

Guest writer:
Emma Lászlóffy
junior market researcher
NMS Hungary

In a representative survey NMS Hungary asked 535 people how environmentally aware they consider themselves to be. 87% of respondents think the environment is important to some extent, with 4 out of 10 people doing everything they can to live in an environmentally responsible way. 69% of people collect paper, plastic and metal waste separately at home. More than two-thirds find out about the recyclability of a product from its packaging.

Two out of three people pay attention to recyclability

Half of the consumers surveyed avoid “over-packaged” products, while 35% prefer to buy in person because too much packaging material comes with the product when ordering online. The results of the questionnaire show that 7 out of 10 people are influenced in some way by the packaging when making a specific product choice, but for the majority of people this has only a small influence. As for those who do care about this, a third typically take packaging materials with them and buy from places where they can use them. Another third try to shop without packaging, but this isn’t always possible.

Packaging-free: fruit and vegetables lead

With the proliferation of packaging-free shops in Hungary, the study also looked at consumer willingness to buy packaging-free products. 35% of respondents would be very happy to buy products without packaging, they would purchase whatever they could this way. A further 55% would also buy without packaging, but only certain products. Among those who are open to purchasing without packaging, the greatest willingness to do so is for fruit and vegetables, which 8 out of 10 people would choose. However, 10% of respondents would not be willing to buy without packaging.

In-store refills: cleaning products and detergents are the first choice

We also asked consumers about refills, which 40% of respondents have used and half haven’t used but would be willing to try. From these shoppers 70% would purchase cleaning products and detergents from a refill, 50% would do the same with cosmetics, and 28% would buy deodorants and perfumes. 61% of respondents don’t or very rarely buy from refills in shops. The most common reason for this is that there are no refill stations near them, shoppers are also less likely to carry a refillable bottle, and the product selection is much smaller from refill machines.

Majority would even switch to a greener brand

Nine out of 10 respondents consider environmental protection important, but how many would change their current brand for a “greener” solution? Only 7% of respondents said they would definitely not switch and 18% would probably not switch. However, 75% of respondents are open to this idea: 58% would probably switch and 17% would definitely switch to a greener solution. The survey results indicate that people are doing and want to do something about sustainability, but they also need the support that firms can give. It is the responsibility of companies to make environmentally friendly packaging and refill options available in shops as widely as possible, as this is the only way to change individual purchasing habits and preferences in the long term. //