The importance of eco-friendly packaging for online UK shoppers

Your favourite retailer has a sale, this is an exciting mini-fist pump moment and you make the mental note to look online later, and that evening your order is placed. The next day your parcel arrives – the box is huge! You question yourself on what you ordered, can you even remember? Or are you wondering if the correct item has been sent. Confusion sets in as you eagerly open the cardboard box. You’re shocked at the amount of excessive packaging is in the box – there’s loads of scrunched Kraft paper.  You rummage around somewhere underneath and you find your purchase.

‘Sustainability’, ‘eco-friendly’ and ‘recycling’ are all buzz words you are likely to be familiar with. Contrary to popular belief, online shoppers deem delivery costs and ensuring packages arrive safely to be more important than considering any environmental issues.

As ecommerce sales increase so will the demand and resources needed to support this supply chain.

As online shopping increases, the savvy and environmentally conscious are concerned about the detrimental effects to the environment if this continues, and this is an issue that affects us all.

We unearthed some of the UK’s recycling habits, although cardboard is the most commonly used packaging material used by retailers, 21% of people do not recycle their cardboard packaging, or will only sometimes recycle it. It begs the question of whether the UK cares as much about the environment as they say they do.

whistl, the delivery management company, conducted a recent survey identifying factors that influence online purchases. Results found, delivery to be the most important factor when buying online.

Interestingly, 75% of UK shoppers were frustrated with excessive packaging, and wanted retailers to reduce the volume of packaging used, and for retailers to adopt eco-friendly alternatives. While receiving inappropriately packed parcels was the biggest annoyance amongst respondents; 58% said they will not act upon this or voice their concerns, and will only have considerations about eco-friendly packaging as an afterthought, or will not consider eco-packaging at all. [i]

Half of UK consumers would be unwilling to pay more for environmentally-friendly packaging. Those who only consider the packaging once the order has been delivered or never consider it, and would not be willing to pay any more. Surprisingly, frequent shoppers would be willing to pay more for an eco-friendly option compared to those who shop online infrequently.

The study shows that if there was a charge for eco-friendly packaging options, UK shoppers are on average willing to pay 82p extra. Though the amount shoppers might be willing to pay decreases with age, those aged 18-24 are willing to pay £1.19 extra compared to just 47p more for those over 65.

Melanie Darvall, Whistl’s Director of Marketing and Communications, commented:

“These results show that although some consumers do care about the environmental impact of their packaging the cost of delivery and secure product packaging are the most important factors influencing UK online shoppers.

“However, minimising the amount of packaging sent to a consumer and ensuring that it can be recycled kerbside could boost how satisfied your customer will be once their item has been delivered.”

What is eco-friendly packaging?

The phrase ‘eco-friendly’ can have a number of definitions and there are different interpretations of the term. When respondents were asked what they considered environmentally-friendly packaging to mean, 92% strongly associate it as an item that can be recycled.

The definition of environmentally-friendly packaging, or eco-friendly friendly packaging, has a broad meaning. Ultimately it is packaging that has aimed or considered, to not have a negative impact on the environment. This could be how the raw materials are grown; the means to source the raw materials, the manufacturing process, what the packaging is made of, or how the packaging can be dealt with after its intended use.  To put simply, during its entire lifecycle, how sustainable is the packaging.

If you’re looking for eco-friendly packaging look out for companies that have eco-friendly accreditation and policies such as the Forest Stewardship Council (FSC).

For more information on environmentally friendly packaging, our Packaging Specialists are available to offer advice, simply contact us on 0800 542 44 29 or sales@rajapack.co.uk.