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* Packaging and Recycling – Addressing Shopper Concerns Date Published: 30/09/2008 *
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Packaging & Recycling - Addressing Shopper Concerns  

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Exploring how shoppers’ attitudes towards packaging and recycling can influence purchase behaviour

  
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Packaging waste in the UK amounted to 10.5 million tonnes in 2007. While the recovery and recycling rate has increased from 27% in 1998 to 59% in 2007 (Source: www.defra.gov.uk), the Government continues to focus on reducing the amount of packaging and the levels of recovery and recycling. In response many manufacturers and retailers are undertaking their own packaging reduction initiatives.

However, packaging plays many essential roles not least to protect and preserve the product it contains. With so many shopping decisions made at the point of purchase, packaging plays a significant role in the success of many brands and products. Alongside this shoppers are grappling with issues of the environment, carbon footprints, council recycling schemes and an increasing desire for on pack information and clear labelling.

 
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Packaging and Recycling – Addressing Shopper Concerns will help you to understand:

How are packaging and recycling concerns impacting everyday shopping decisions?

How appealing are different types of environmentally friendly packaging claims?

Which packaging materials do shoppers want to see improved? 

What categories are the priorities for improvement?

How do shoppers assess what can and cannot be recycled, and what aspects of recycling are they struggling with?

What would help shoppers to reduce their packaging waste?

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INTRODUCTION
  • Environment, Packaging and Recycling
  • The Triangle of Environmental Responsibility
IMPACT OF PACKAGING ON GROCERY SHOPPING
  • Defining Different Shopper Groups
  • Characteristics of Each Shopper Group
APPEAL OF DIFFERENT ENVIRONMENTAL CLAIMS
  • Reduced Packaging
    - Types of Packaging Reduction
    - Concentrated Products
  • Biodegradable Packaging
  • Recyclable Packaging
  • Recycled Packaging
  • Loose Products
  • Compostable Packaging (In a Home or Industrial Composter)
  • Reusable Packaging
  • Degradable Packaging
  • Refillable Packaging
  • Multiple Environmental Benefits
  • Combining Environmental and Functional Benefits
PACKAGING MATERIALS - SHOPPER PRIORITIES
  • The Top 5 Priority Categories
RECYCLING DECISION PROCESS
  • Levels of Recycling Uncertainty
  • Deciding Whether Something Can be Recycled
  • Information Sources Used by Shoppers
  • The Frustrations of On-Pack Recycling Labels
  • Interpreting Recycling Information
  • Typical Scenarios for Recycling Uncertainty
  • Materials Believe can be Recycled - Perception
  • Number of Material Types can be Recycled - Reality
  • Recyclable Material Types - Perception Versus Reality
  • Recyclability - Correct and Incorrect Assessment
BACKGROUND INFORMATION
  • Weighing up the Effort Required
  • Effort to Prepare Packaging for Recycling
  • Preparing Packaging for Recycling
  • Effort in the Recycling Journey
  • Effort to Work With the Waste Collection System
  • Waste Collection Scheme - Additional Insights
  • Putting the Wrong Packaging in the Recycling Bin
ENCOURAGING SHOPPERS TO REDUCE PACKAGING WASTE
  • Improvements to On-pack Information
  • Examples of Prominent On-pack Information
  • Improvements to the Local Recycling Weighing up the Effort Required
  • Effort to Prepare Packaging for Recycling
  • Preparing Packaging for Recycling
  • Effort in the Recycling Journey
  • Effort to Work With the Waste Collection System
  • Waste Collection Scheme - Additional Insights
  • Putting the Wrong Packaging in the Recycling BinSystem
  • Case Study: Zero Waste Policy in Kamikatsu, Japan
  • Recycling Reward Schemes
BACKGROUND INFORMATION
  • Legislation and Commitments
  • Retailer Packaging Reduction Commitments
  • Tesco and ASDA
  • Sainsbury's and Morrisons
  • The co-operative, Marks & Spencer and Waitrose
KEY SHOPPER INSIGHTS AND IMPLICATIONS
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