On-Pack Environmental Messaging

Consumers Want to Know: Is This Packaging Eco-Friendly?

Eco-friendly packaging matters. Consumers consider environmental impact in their purchase decisions.

percentages

On-Pack Messaging Adds Valuemessaging


In surveys, consumers were shown packaging with “eco-friendly” front panel graphics and supporting eco-friendly story. The results were:*

  • Rated Outstanding for “likely to purchase based on this information” by consumers
  • Rated Outstanding for “positive impact on brand opinion,” by consumers
  • Rated Above Average for “likely to purchase a new brand” by target consumers

In qualitative focus groups:*

  • 100% of consumers wanted the information and felt it added value to the brand.
  • Consumers stated they would choose a package with sustainability messaging over one without.

*Evergreen Packaging Market Research, June 2011 & November 2011

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