Getting packaging right can help convince a cynical consumer that a product's ethical claims are real, according to new research from Datamonitor.

The research found that although over half of consumers globally reported that protecting the environment is significantly more important to them now than two years ago, this does not translate into their grocery purchasing behaviour except when it comes to packaging.

57% of consumers thought that it is important to buy ethical or socially responsible products but only 42% reported altering their habits to do so, revealing a significant disconnect between what consumers perceive as important to their purchasing habits, and what they actually buy.

However, exactly the same proportion of consumers said packaging was a key consideration in their purchase decisions, to those who changed their buying habits to include products with reduced packaging.

"The more tangible nature of packaging allows consumers to actually see and feel the difference they are making. Sustainable packaging is a claim that can be physically substantiated, rather than just supported by a stamp or logo which can draw considerable scepticism,” says Katrina Diamonon, Datamonitor Consumer Markets Analyst.

“Buying products with reduced packaging has obvious ethical implications, so this is becoming an increasingly popular way for consumers to translate their good intentions into action - a marketing technique that brands will need to continue to tap into if they wish to establish ethical credentials.”

Sustainable packaging can also serve to validate other ethical claims. In the case of natural and organic products for example, the benefit of reduced or biodegradable packaging can add significant credibility to any other environmental or sustainable credentials.

Retail Bulletin Newsdesk, The Retail Bulletin, 29 April 2010

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