Shopper Research Shows Concern for the Environment Is Universal, But Attitudes and Behaviors Differ By Country

TEANECK, N.J., Dec. 20, 2013 /PRNewswire/ -- Perception Research Services (PRS), a packaging and shopper research firm, recently conducted a survey among 1,515 shoppers across Germany, China, and the US to gauge perceptions of environmentally friendly packaging. The results generally showed Germany being the most sensitive to environmental concerns, with China and the US offering a mixed bag of attitudes and behaviors. But some discrepancies were revealed.

• While roughly two-thirds of shoppers surveyed said that they were concerned about the environment, regardless of country, significantly more Chinese shoppers reported actively taking steps to help the environment (64% versus 47% for US and 43% for Germany).
• Both Germans and Chinese recycle more than Americans (71%, 74% and 62% respectively); and in those countries, those that do not recycle state that it's due to time, space, and/or availability constraints, whereas Americans mostly forget to do so.
• Americans and Germans are more motivated than Chinese to buy environmentally friendly packaging when they see claims identifying the packaging as such (50%, 54%, 41% respectively), but Germans notice these claims to a lesser degree (31% versus 52% for Americans and 42% for Chinese)
• American and German shoppers are more likely than Chinese to expect environmentally friendly packaging to cost a bit more (33%, 35%, 7% respectively), and they are willing to pay a bit more for it (53%, 63%, 39%)

"While many marketers are already taking steps to address environmental concerns, our research shows that they can benefit from doing more to help shoppers bridge the gap between their level of concern and taking action," stated Jonathan Asher, Executive Vice President at PRS. "It appears that environmentally friendly packaging isn't a one-size fits all proposition," Asher continued, "and marketers must address specific shopper needs and challenges differently. This can include ensuring on-pack claims are executed in such a way to be both meaningful and noticed - so as to prompt action, and where space limitations exist, the amount of packaging material may be a more important consideration than the nature of the material."

About PRS

Founded in 1972, Perception Research Services International (PRS) specializes in shopper and packaging research to help clients "win at retail."    PRS conducts over 800 custom studies annually to help marketers develop more effective packaging, category management and in-store marketing efforts. In addition to the U.S. headquarters, PRS has offices in London, Geneva and Singapore. For more information visit www.prsresearch.com.

Contact:  Ana Sandoval, Perception Research Services International; 201-720-2719 [email protected]

SOURCE Perception Research Services