According to a recent BeveragePulse study on consumer attitude and purchasing behavior, environmental concerns have a major impact on consumer packaged beverage purchases and consumption.
“Environmental Concerns: The Impact on Beverage and Package Decisions” surveyed 500 respondents in order to gauge these attitudes.
When asked the most important environmental concerns when it comes to packaged beverages, “recycling” was cited most frequently at 45 percent, with “landfill issues” following at just under 20 percent.
The majority of respondents (56 percent) indicated that recycling rate or recycled content is the most important attribute of a sustainable or environmentally friendly package, with “made from renewable resources” following at slightly more than 20 percent.
“Our research shows that consumers think about the environment when they are making beverage purchases; specifically, the findings indicate that consumers relate positively to packages that are easy to recycle,” says BeveragePulse.com Founder Bob Falkenberg. “Beverage companies should start a full court press on recycling.”
As the report points out, much has been written about the decline in sales of bottled water due to environmental concerns. To understand this better, respondents were asked about environmental concerns in the bottled water industry.
Thirty-five percent responded that addressing environmental issues and sustainability is more important for bottled water than for other packaged beverages.
On the other hand, in regards to carbonated soft drinks and other packaged beverages, “better for my health” and “lower prices” dominated the responses when asked “what would make you most likely to buy more?” For the same question, “better for the environment” was the most frequent response for bottled water.
Packaged material perception is an interesting factor to look at when studying consumer behavior. In general, respondents clearly indicated glass bottles and aluminum cans were best for the environment, with plastic bottles trailing at No. 3.