News Items - International Association of Packaging Research Institutes
| Specright consumer survey puts green claims to the test The research community need not take too seriously the widespread perception that US shoppers are tiring of – or are sceptical about – ‘green’ claims presented on-pack, a consumer survey from new IAPRI member Specright suggests.  Instead, the November online research found that claims such as ‘recyclable’, ‘recycled’ and ‘biodegradable’ are, for many, important enough to warrant paying more for a product. At the same time, consumers want to see more data to back up these kinds of sustainability claim, says the California-based specification management software company.“These results show consumers care about the sustainability of the products and packaging they purchase and the companies and brands they purchase from, and clearly companies have more work to do on this front,” founder and CEO Matthew Wright said in a statement. “Many organizations today lack the data to back up their claims or even correctly track and report on sustainability goals, which can negatively impact business.” According to Specright, 80% of those surveyed said they are more likely to trust companies that back up their sustainability claims with publicly shared data and 25% said they actively track government regulations around sustainability. But 69% of these consumers do not believe that brand-owners are accurately and honestly reporting on sustainability goals and metrics. At the same time, 82% claimed they are more likely to recycle if brand-owners spell out the appropriate steps on the product or packaging. The good news for brands is that 67% stated that they did not know what the term ‘greenwashing’ means. The survey, conducted by Pollfish, involved 1,000 US consumers above the age of 21. Published: 11/30/23 |