Confusion about sustainable packaging revealed

October 15, 2021

A new series of interviews with British shoppers reveal a clear lack of understanding when it comes to environmentally friendly packaging.

The vox pop study, carried out by the Bio-based and Biodegradable Industries Association (BBIA), provides insights into public perception of bioplastics and compostable packaging, and people’s attitude to sustainable packaging.

The interviews, which were conducted as part of the Bio-Based Industries Joint Undertaking (BBI-JU)-funded Usable Packaging project, illustrate clear confusion with the current labelling system for plastic packaging. All respondents claimed that the logos were confusing, with the majority suggesting that they lack the information they need when it comes to disposing of the packaging.

Whilst the recyclable and no littering symbols were well recognised, with over 90% correctly identifying them, only 10% of those asked were able to name the compostable label.

People’s understanding of relevant terminology was also mixed. The majority of those interviewed had a clear view of what compostable meant, despite failing to correctly identify the label. However, when questioned on what should be done with compostable packaging after use, half of them were unsure.

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Ms. Lily Yu

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