Following Pro Carton’s 2026 European Consumer Packaging Perceptions Survey, we look at why sustainability is an increasing influence on consumer choice.
In the world of retail, what influences consumer choice is one of the most complex areas of marketing. Ranging from the largest, such as price, quality and availability, to the smallest, such as smell, touch and even the background music in the store, millions is spent on identifying what compels someone to choose a certain product every year, with those factors able to change in the blink of an eye.
One factor that’s rapidly gaining in importance is packaging, with consumers now regarding how sustainable a product’s packaging is and using that information to decide whether to make the purchase. Increasing awareness of the challenge of reducing the amount of single-use plastic is leading many people to actively choose products and brands that use more sustainable packaging such as recycled paper and card, while companies that demonstrate their sustainable values are proven to receive an uptick in revenue.
The Power Of Packaging Report
More proof that sustainable packaging plays a key part in consumer choice has just come in the form of new research from Pro Carton, the European Association of Carton and Cartonboard manufacturers. The organisation has released its 2026 European Consumer Packaging Perceptions Survey, which shows that 73% of consumers choose cartonboard over plastic for the same product while 82% consider climate impact when making a purchase.
Titled ‘The Power of Packaging: What makes European Consumers Trust, Stay or Switch?’ the report surveyed 5,000 consumers across the UK, France, Germany, Italy and Spain, asking for their opinions on a range of packaging and environmental issues.
The research shows that consumers are currently balancing environmental priorities alongside financial pressures. While the cost of living remains the biggest concern for UK consumers, with 76% saying they have become more worried about it over the past 12 months, inflation (66%), warfare (52%) and climate change (43%) remain significant concerns.
Despite these pressures, sustainability remains a key consumer priority, with more than half of UK consumers (55%) stating sustainability has become more important to them over the past year.
“The UK findings show that sustainability remains important even when consumers are under financial pressure,” says Winfried Muehling, Director of Marketing & Communications at Pro Carton. “A proven system of collection and recycling has become a decisive factor in packaging choices, and consumers are clearly placing greater trust in fibre-based materials such as paper and cartonboard.”
Benefits For Business
The report goes on to outline the important role packaging has in the purchase decision, with 82% of consumers saying they sometimes consider climate impact when making a purchase, including 17% who always do so. Younger consumers are particularly motivated, with 26% of 18-29-year-olds saying they always consider climate impact at the point of purchase.
However, affordability remains key, with seven in ten UK consumers (71%) saying they will continue to buy sustainable products only if they cost the same as alternatives, with respondents saying they would still be willing to pay an average of 6% more for more sustainable packaging.
The business benefits of sustainable packaging is reinforced with the report finding that almost two-thirds of consumers (62%) say environmentally friendly packaging increases their trust in a brand. Consumers are also looking for clearer guidance from brands, with 89% saying they prefer packaging that includes information on how to recycle it.
“As consumers continue to seek clear and credible information about sustainability,” says Muehling, “brands that communicate effectively and make recycling easy will be best placed to build trust and loyalty.”
To view the Pro Carton report, go to https://www.procarton.com/media-section/publications/
ANZ
Brazil
America Latina
France
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Portugal
Nordics
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