The study, conducted for a national cereal brand, presented consumers with two cereal boxes – the company’s current cereal box with no eco-friendly claims and a cereal box made with sugarcane bagasse that featured eco-friendly packaging claims. When told the price and the cereal in the box were identical, one in six consumers expressed purchasing preferences for the eco-friendly box.
However, when the same consumers were told the cereal was the same but the price was 10 percent higher for the eco-friendly packaging, 2 to 1 chose the cheaper box that was not environmentally friendly.
The bottom line: Consumer attitudes are not changing. Cheaper still beats eco-friendlier. And we are talking females ages 25-45! They want to save the environment, but they prefer to save their household budgets.
For more information on the study, click here.