The study of 500 of the UK’s branding, packaging and marketing managers was commissioned by easyFairs, organisers of the trade show Packaging & Print Portfolio 2013.
It found that consumers are so likely to expect the issue of environmental packaging to have already been addressed at source that only 3% of the respondents believe a consumer’s buying behaviour will be significantly influenced by the fact an item is packaged in environmentally friendly packaging.
However, those surveyed do not feel all the onus should be just on manufacturers. For instance, 45% said the retailer should be taking the lead when it comes to sustainable packaging, while just 19% think it is the manufacturer’s duty to ‘green up’ the packaging supply chain.
When asked to name which of the top ten retailers in the UK has the best environmental approach to packaging, Marks and Spencer comes well ahead of the pack with 32% of the votes, followed by John Lewis/Waitrose with 22%, and then the Co-operative Group, nominated by 15%.
Even when respondents were able to nominate any FMCG or retail brand that should be more responsible in its approach to packaging, the focus went back onto retail with Tesco being the most spontaneously nominated by 9%.
However, when it comes to recycling, the respondents think the responsibility then shifts. Only 14% think retailers should be responsible for packaging waste and recycling; the majority feel the onus should lie with the local council (28%) or the consumer (23%).
Source: easyFairs
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