What consumers think about sustainable packaging

Maya Yegorova

Sustainable packaging can have a tangible impact on consumer purchase decisions, according to a study from management consultancy McKinsey.

Despite rising household costs associated with inflation, a majority of consumers are willing to pay more for sustainable product packaging, according to a survey covering multiple countries.

This insight emerged from a study by McKinsey, the consultancy, entitled ‘Sustainability in packaging 2023: Inside the minds of global consumers’ and based on a survey of 11,500 consumers in 11 countries: Brazil, China, France, Germany, India, Italy, Japan, Mexico, Sweden, the UK and US.

In particular, the research discovered that fresh fruit, fresh meat and poultry were the categories where consumers are ready to pay more for sustainable packaging. “In...

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