Consumers
Consumers agree:
Packaging is mega important
MORE ECO FRIENDLY PACKAGING is the META REFERENCE even before regional production, so that a product is judged to be sustainable.
of consumers base their purchase decisions on the PERCEIVED SUSTAINABILITY of the products and its packaging. The younger the consumers, the more radical.
do not trust manufacturers’ own statements. Self-statements are missing SUSY as TRUST PROVIDER.
are willing to refrain from buying a premium brand if a lesser-known brand offers more sustainable packaging!
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In the future, it will be mandatory for companies to be transparent, credible and comprehensible when using green claims on their packaging. Consumers should be able to verify the claims and understand the product in terms of its true environmental impact.
Green claims jungle
is not without consequences
Sustainability labels
used in the EU
Not tested/backed
(of eco-labels in the EU)
Vague, misleading or unsubstantiated
(environmental claims about products and services)
Not valid
(environmental claims about products and services)
The consequences…
- Confusion and lack of trust
- Unfair competition
- Deception of consumers
- Loss of corporate reputation
- Bad investments in wrong projects
*Source: [2023/0085(COD)]
Green Claims Directive
and where it stands in the Green Deal
*Source: EY