Consumer demand for sustainable packaging increases despite inflation

Consumers are willing to pay a premium for sustainable packaging despite inflationary pressure, according to Trivium Packaging’s 2023 Buying Green Report. 

Eighty-two percent of respondents would pay higher prices for products sold in sustainable packaging, a 4% increase from last year. Among 18- to 24-year-olds, the number is higher, with 90% willing to pay a green premium. Survey findings were based on responses from 9,000 people across North America, South America and Europe. 

The survey did not define sustainable packaging but said more consumers are choosing packaging based on its sustainability credentials—including alternatives to plastic bags and bottles such as reusable containers or packaging made of biodegradable materials. 

“There’s a major opportunity here to improve consumer understanding of sustainability claims,” said Jenny Wassenaar, chief sustainability officer at Trivium Packaging. “The data in this year’s Buying Green Report shows that consumers are seeking out more information than ever before to improve their understanding of eco-friendly packaging.”

Global inflation has restricted consumer spending, but not their desire for sustainable products and packaging, the survey reported.

Seventy percent of consumers chose not to swap sustainably packed products for cheaper alternatives and 71% said they participate in green activities such as recycling and buying local goods. The study shows sustainability has become a core component of many people’s lifestyles, even during economic volatility.

The biggest obstacle to sustainable shopping is unclear labeling on packages, according to 46% of respondents. 

“It’s clear that consumers are paving the way for a sustainable future, and businesses need to listen—external factors like the economy don’t phase the eco-conscious demand,” said Michael Mapes, CEO of Trivium Packaging. “Buyers are looking at the big picture: the survival of our planet. Consumers are turning away from harmful packaging and turning toward sustainable, recyclable options like metal packaging."