Highlights from our study
Our findings illustrate consumer attitudes and opinions that are essential to understanding how consumers interact with packaging, and whether their used packaging actually makes it to the recycling bin.
1. Driven to recycle: Key to understanding consumer attitudes toward recycling is the role of motivation. Do consumers see it as an obligation? Do they want to recycle, or are they reluctant? In the study, we examine whether consumers hold generally positive or negative views on recycling and what drives them to recycle.
2. The perception of recyclability: When a package is in consumers’ hands, what makes them perceive it as more or less recyclable? We also explore the role of packaging material type and if it has an impact on whether consumers will properly dispose of it.
3. Effortless or burdensome: The European Union has set a recycling target of 70% of all packaging waste by 2030. If required, would consumers be willing to recycle more, or is it already too challenging? Certain factors make recycling easier or more difficult for consumers, which we outline in our study.
4. Faith in the system: Are consumers optimistic about how well their local recycling systems function, and does this impact their motivation to recycle? Our findings seek to understand whether consumers think their household waste will be successfully recycled, or if it’s just wishful thinking.
Dive into our insights and learn how these findings can be put into action
Findings from this study can help brand owners align their packaging strategy with consumer expectations and stay competitive in a market that increasingly values sustainable packaging.
