According to the study, 92% of the participants did not notice sustainability logos on the packages despite 53% of participants saying that a simple rating system would impact their purchase and over 40% claiming sustainability influences their buying decisions.
Consumers say that sustainability influences their purchases, but most don't notice sustainability branding on packaging, according to a new study by QuadPackaging (QP), Franklin, Wis., and Package InSight, a Greenville, S.C.-based partner of Clemson University, Clemson, S.C. The research examined whether or not shoppers' behaviors are influenced by a visual sustainability rating system placed on the front of packaging.
According to the study, 92% of the participants did not notice sustainability logos on the packages despite 53% of participants saying that a simple rating system would impact their purchase and over 40% claiming sustainability influences their buying decisions.