Environmentally friendly packaging

What is it about?

In this study both quantitative and qualitative data were collected to investigate South African respondents' understanding (knowledge) and perceptions of environmentally friendly packaging as well as the extent to which they exhibited green behaviour with regard to environmentally friendly packaging activities such as reusing and recycling. The unique benefit of this study is that it is conducted in a developing nation where issues such as sustainable consumption are new and evolving. There is limited promotion or implementation of environmentally responsible practices by authorities or industry. South African consumers in this study were found to exhibit limited knowledge of what environmentally friendly packaging is, how to differentiate it from normal packaging, as well as its benefits. However, actions are even less evident with regard to environmentally friendly packaging. Recommendations of how to improve knowledge as well as facilitate purchase of environmentally friendly packaging are provided.

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Why is it important?

Consumer commitment to sustainability is important particularly among developing nation consumers who represent the majority of the world's population. One of the main ways in which consumers contribute to sustainability is through choosing products with environmentally friendly packaging as well as performing environmentally friendly activities such as recycling and reusing packaging. Understanding developing nation consumer's understanding of, and behaviours towards environmentally friendly packaging is thus important so that authorities and businesses can better encourage these behaviours.