Study: 63% of Consumers Have a More Positive Perception of Brands That Use Sustainable Packaging

A study by Simon-Kucher found that 63% of consumers have a more positive perception of brands that use sustainable packaging, with 54% willing to pay more for environmentally friendly options. However, willingness to pay extra has decreased in recent years, with the accepted surcharge currently averaging 8%. Younger consumers, urban households, and higher-income groups are most likely to pay more for sustainable packaging solutions.

Consumers prioritize using as little packaging as possible and favor recyclable and biodegradable materials. While 62% are willing to accept visual changes for sustainable packaging, functionality remains a top priority, with reduced hygiene or durability not seen as acceptable compromises. The study also highlighted the importance of transparency, with consumers expecting comprehensible information about materials and environmental impact through labels, QR codes, or certifications.